MTV Retains Nik Naks As The Osbournes Sponsor
MTV has secured Nik Naks as the sponsor of the second series of The Osbournes, in a deal worth £750,000.
The deal, which was brokered by Viacom Brand Solutions and Starcom Motive, will begin later this month and will run for six months. The campaign will build on Nik Naks’ sponsorship of the first series of the show, and will include on-air advertising, interactive TV, online activity and promotional and PR support.
Paul Curtis, managing director of Viacom Brand Solutions, commented: “This deal is a great example of the power of a good sponsorship campaign. Due to the success of Nik Naks first sponsorship of MTV’s The Osbournes, the brand’s awareness was enhanced dramatically.”
He added: “With the partnership extending to a second sponsorship deal, the Nik Naks brand can further benefit from its association with the show, and we are extending that through online media, interactive TV and other non-broadcast channels.”
The MTV sponsorship announcement comes as Golden Wonder unveils a £25 million annual ad budget for its three leading brands; Nik Naks, Wheat Crunchies and Golden Wonder Crisps.
The Osbournes has created an immense media buzz and viewing figures for the show on MTV have peaked at over half a million in multi-channel homes. The show has also been running on Channel 4, which secured the UK terrestrial TV rights to hit US fly-on-the-wall documentary in a deal thought to be worth millions of pounds (see Channel 4 Secures UK TV Rights To The Osbournes).
The Osbournes has proved to be a ratings winner for Channel 4 and regularly draws around 3 million viewers, audiences for the show have peaked at 3.97 million.
MTV has suffered from the increased proliferation of specialist music channels over the past few years. The strength of the MTV brand and the lucrative ‘MTV generation’ peaked in 1999, when MTV attracted over a 1.4% share of viewing in multi-channel homes (see below).
More recently MTV’s share of viewing has languished around the 0.2% mark as it competes with new channels such as Emap’s The Hits and Kerrang! TV. However, MTV has launched its own specialist channels such as the Base in an attempt to head off the competition.
MTV: 020 7284 7777 www.mtv.co.uk
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