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MTV’s New Thursday Night Block Integrates Programming & Ads
MTV is giving Thursday night, that all-important evening of programming, another reorganization, adding a new two-hour programming block including returning series Pimp My Ride, along with Nick Cannon Presents: Short Circuitz, Adventures in HollyHood and Human Giant.
The block, which airs tomorrow will have each show merging into the next, with programming content playing during commercial time in a bid to improve viewer engagement, writes Mediaweek. Hip hop artists Three 6 Mafia will host the block for the eight-week run.
Hosted segments of the block will be interspersed throughout the night in both programming and during commercial breaks. It is unclear from the article exactly how the programming and commercial integration will play out.
The first ad client to sign on is Universal Pictures, which will use the time to promote its new comedy Knocked Up.
MTV may be focusing on viewer engagement because of the premliminary results of Nielsen’s minute-by-minute ratings. According to a Magna Global study of commercial breaks broken out across networks, MTV has one of the lowest viewer retention rates. The network’s retention rate was an 87. Some of the networks at the top of the Magna list were indexing at 96.