MTV Petar Results

Latest PETAR figures, sponsored by MTV show MTV Europe to be the most watched music channel among 16-34 year olds in cable and satellite homes accross Europe, Peter Einstein, President, MTV Networks Europe has announced.

The PETAR study is an annual four week diary of television viewing in cable and satellite homes. PETAR 8 provides additional information on lifestyles and attitudes and is collected via a self completion questionnaire.

The Study reveals the following findings: Viewers consider MTV Europe to be “modern”, “trend setting”, “original” and indespensable”.

Based on the results of the survey, about one in three young adults (22m) across Europe watch MTV over a four week period; in homes with MTV, MTV takes a 4% share of all television viewing by young adults.

The survey shows that MTV viewers are adventurous and spontaneous consumers. This is reflected in the statistics which reveal 53% of MTV viewers agree that they act spontaneously, compared with 34% of non-viewers. MTV viewers are the key decision makers on the purchase of significant household items.

PETAR 8 found MTV viewers are more than twice as likely to have a TV set for their exclusive use than non viewers and to watch the TV in other rooms besides the main family room: 60% claim to watch television outside the home.