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MTV - Ministry of Culture

MTV

Appeal of the Real

Challenge/Question

Quantitative data revealed that MTV’s viewership was in decline yet more people than ever were tuning in to watch live events like the VMAs. MTV asked us to uncover the human story behind the data.

Methodologies

Insights Mixer, IDIs, buddy interviews, expert interviews.

Insight

MTV’s largely-millennial audience of digital natives finds on-demand media predictable. For them, TV events like the VMAs represent the last digital bastion of visceral authenticity, the media equivalent of organic food; the closest TV comes to the spontaneity of real life. It’s where URL meets IRL.

All proprietary insights removed.