Britney Spears Help MTV.com to Major Gains

September 11, 2007

Britney Spears performs at the MTV Video Music Awards held at the Palms Hotel and Casino on Sunday, Sept. 9, 2007, in Las Vegas. 

MTV and MTV.com can thank the bad behavior of rock stars for their ratings gains. Sure, at the end of the day the network — and website — lack cultural relevance. The slow, creeping death of the music industry notwithstanding, Sumner Redstone — who, no doubt, kept a fish eye on the MTV Music Awards ratings — ought to throw Britney Spears a valentine, or at least a bottle of MonaVie. Although the show was virtually unwatchable, Britney’s train wreck — and, possibly Tommy Lee’s fisticuffs — literally saved the show. And, even better — and Webnewsier — the show, which was a one-shot deal — is getting a new life clipwise on the web. From Broadcasting and Cable (via alleyinsider):

 “MTV‘s decision to move the Video Music Awards to Las Vegas and run the telecast for only one night seems to have paid off in the ratings, according to early numbers.

“The VMAs telecast, from 9 p.m.-11 p.m. Sunday, averaged 7.08 million total viewers and 5 million viewers 12-34, up about 23% from last year. That was the most viewers in the demo for any ad-supported (thus excluding Disney Channel) cable telecast this year.

“… MTV also put a big push behind its online embellishments to the telecast this year and earned traffic increases over last. MTV.com posted 2.6 million unique visitors Sunday, up 40% from last year, according to the network.

“That made it MTV.com’s most trafficked day ever, up 32% from the previous record — last year’s day after the VMAs. By 3:30 p.m. Monday, the site had logged 7 million total video streams, MTV said.”

 And, of course, TMZ is picking up some of the scraps.

 Ron Mwangaguhunga

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