MTV Rides Jersey Shore, VMAs To Q3 Hills

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MTV rode a hit series and a highly-rated event to its best quarter in three years.

The Viacom-owned network said its third-quarter ratings were up 30% over the same period a year ago and that to date ratings are up 14% this year.

\According to MTV, the network in the third quarter averaged a 0.56 coverage rating and 444,000 viewers in the 12-34 age group (Live+Same Day Nielsen ratings).

‪The principal reasons: the second season of Jersey Shore and the 2010 MTV Video Music Awards. Six episodes of Jersey Shore, the VMAs and the VMAs' pre-show were 8 of the top 10 cable telecasts in the 12-34 demo in the quarter, MTV said.

Season-to-date, Jersey Shore 2 is averaging a 5.62 coverage rating in the 12-34 group and has delivered 4.4 million viewers in that demographic (Live+SD).

On a live plus 7 days Nielsen basis among the 12-34 set, the Miami-based season of Jersey Shore is averaging a 6.48 coverage rating and 5.1 million viewers.‬

The 2010 VMAs averaged a 10.0 P12-34 rating and 11.4 million total viewers, marking the network's best deliveries for any MTV telecast since the 2002 VMAs.

But Teen Mom also enjoyed strong ratings and new series World of Jenks averaged about 5 million viewers for its preview; MTV called it its best series launch ever.

The network said ratings strength was across dayparts and both new and returning series, including The Hills and The Real World.

Third-quarter ratings are just starting to trickle in:

  Oxygen says it had its best third quarter and best September ever.

  ABC Family, assisted by this hit series, says it delivered its largest adult 18-34, women 18-34 and female 12-34 primetime audiences on record.

  Discovery Communications happily noted its portfolio of networks were up 12% in P25-54 primetime delivery vs. 3Q '09, while non-DCI cable and broadcast were down 2% and 1%, respectively.

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