Advertisers on MTV, the pan-European music channel, will be able to
target a UK-only audience after a breakthrough in digital compression
The new service is designed to appeal to national advertisers that want
to tap into MTV’s 16- to 34-year-old audience but do not currently have
pan-European brands. The initiative will also allow pan-European
advertisers to top up their spend in specific markets with targeted
campaigns. Before, advertisers using MTV had their ads broadcast
Using MTV’s new digital compression technology, up to two minutes of
each hour will now be reserved for broadcasting ads solely to the UK. As
well as local advertising windows, MTV is also offering programme
sponsorship to local advertisers.
The channel already has national advertising windows for the German and
Italian markets. Boris Katz, MTV’s senior vice-president of advertising
sales, claimed that success in those markets had encouraged expansion of
national-only airtime opportunities. ‘We can now offer advertisers and
sponsors an opportunity to target their audience more closely by using
MTV on a regional basis,’ he said.
The local windows mean that MTV can also tailor its editorial output to
suit local tastes and reflect regional differences in new music
releases and music charts.
Similar local windows are being introduced in the Netherlands and Sweden
this summer, and a French opt-out is also under consideration. The new
development has been made possible by MTV’s investment in digital
technology, which allows the channel to vary its signal on a region-by-