The struggling MTV is enjoying a ratings rebound that began in January, for its first consistent gain in three years – and since July, ratings are up 22% among its core 12-34 demo.
One big win which has generated plenty of buzz for the network is Jersey Shore, which is now in its second season. The show launched season two on July 29 to 5.3 million viewers, almost quadruple the number that watched the season one premiere. And it is continuing to pull more than 5 million viewers a week. In fact, the show is nabbing the biggest ratings the network has seen in seven years.
I remember the good ole days when MTV used to play actual music videos. Now it’s all reality television crap.
The 411 On Jersey Shore
Reality television series that follows eight housemates spending their summer on the Jersey Shore & Miami Beach. The show debuted amid large amounts of controversy regarding the use of the words “Guido/Guidette”, portrayals of Italian-American stereotypes and scrutiny from locals because the cast members were not residents of the area.
Prior to the series debut, UNICO National (which is the largest Italian American organization) formally requested that MTV cancel the show. In a letter to the network, UNICO called the show a “…direct, deliberate and disgraceful attack on Italian Americans…”.
MTV responded to the controversy by issuing a press release which stated in part, “the Italian-American cast takes pride in their ethnicity. We understand that this show is not intended for every audience and depicts just one aspect of youth culture.” Since the calls for the show’s removal, several sponsors have requested that their ads not be aired during the show. These sponsors included Dell, Domino’s and American Family Insurance. Despite the loss of certain advertisers, MTV has not canceled the show. Moreover, the show has seen its audience and ad revenue increase.
Ratings Up 22%, Ad Revenue Up 4%
Since July, MTV’s ratings have jumped 22% among its core demographic, viewers aged 12-34. In the second quarter of 2010, Viacom’s advertising revenue rose 4% compared to last year, for the second straight quarter of positive growth. Viacom expects that number to continue to rise.
Four “Jersey Shore” stars have gotten huge raises to return for next season. Nicole “Snooki” Polizzi, Mike “The Situation” Sorrentino, Paul “Pauly D” DelVecchio and Jennni “JWOWW” Farley will each earn about $30,000 per episode next season for MTV’s biggest show since “The Osbournes.” This does not take into account outside sponsorship deals either. The show’s success now earns Pauly up to $80,000 a week for his DJ work while Snooki earns up to $20,000 for a personal appearance and The Situation has a profitable line of “pre-workout” vitamins.
A Short Lesson In Jersey Shore Vocabulary
Grenade (adj): A word used to describe the ugly friend.
Landmines (n): Thin ugly girls.
G.F.F (n): “Grenade Free Foundation.” Promoted by “MVP”
MVP (n): Mike, Vinny, Pauly.
GTL (n,v): Gym, Tan, Laundry; how they make the guidos.
Juice Head (n): Someone, usually a hot, tan, male, who may or may not steroids in order to gain muscle mass, see “Juiced.”
Confession
I can’t in good faith write this post without coming clean. This train wreck of a show has sucked me in. It’s like crack! It’s so bad for you but once you try it you’re hooked. I actually feel dumber from having watched the show. I know it’s wrong but I can’t stop. HELP!
