2018 MTV VMA Awards

Brand and Audience Insights August 2018 Marketing Report: 2018 MTV VMA Awards

Brand and Audience Insights from the 2018 MTV VMA Awards

Airing: August 20, 9 PM ET to 11:30 PM ET

X Audience Engagement for the 2018 MTV VMA Awards Viewership for the show peaked halfway through, during the performance by Nicki Minaj and J. Lo’s Vanguard Award.

Nicki Minaj performs dressed as Egyptian Goddess

Credits Rolling 100% Camilla Cabello wins J.Lo accepts the artist of the year Vanguard Award

75%

50%

Relative Audience Size %* Size Audience Relative 25%

0% 9:15 PM 9:10 PM 9:35 PM 11:15 PM 9:55 PM 9:25 PM 9:45 PM 9:30 PM 11:10 PM 9:05 PM 9:50 PM 9:20 PM 9:40 PM 11:25 PM 9:00 PM 10:15 PM 11:05 PM 11:20 PM 10:10 PM 11:00 PM 10:35 PM 10:55 PM 10:25 PM 10:45 PM 10:30 PM 10:05 PM 10:50 PM 10:20 PM 10:40 PM 10:00 PM

*Audience size% is relative to the slot with the most viewers Source : Alphonso TV Audience data 20th August to 21st August, 2018 X Viewership comparison for the 2018 MTV VMA Awards The comparison between Live and Repeat Viewers out of Overall Viewers*.

100%

50%

0% Live Repeat

*Overlap present between Live and Repeat Viewership Source : Alphonso TV Audience data 20th August to 21st August, 2018 X Top Brands By Spend During 2018 MTV VMA Awards

Swiffer led the way in the top brands by spend, outspending other brands such as Taco Bell, Samsung, and Microsoft.

$120

$60 Spend

$0 Swiffer Taco Bell Samsung Microsoft Credit Karma Pepsi Pampers AT&T GEICO Apple Extra Gum Amazon Gatorade Doritos Jeep

*Spend is in Thousands Source : Alphonso TV Audience data 20th August to 21st August, 2018 5 Top Broadcast Shows Watched By 2018 MTV VMA Awards Audience Ranked By Alphonso Viewership Index* Shows such as Last Call With Carson Daly, Access Live, Page Six TV, Late Night With Seth Meyers and Nightline are the most watched shows by this audience.

Show Network Last Call With Carson Daly NBC

Access Live FOX

Page Six TV ABC CW Late Night With Seth Meyers CBS Nightline

ABC World News Now

Jerry Springer

Couples Court With the Cutlers

Crime Watch Daily With Chris Hansen

CBS Overnight News

1.75 1.80 1.85 1.90 1.95 2.00 2.05 2.10 2.15

How to Read: Alphonso Viewership Index The Alphonso Viewership Index reports programs watched more by the exposed audience (over indexed) versus the average audience size. While audience size may not be large, indices represent the popularity of other programs among exposed viewers.

Source : Alphonso TV Audience data 20th August to 21st August, 2018 6 Top Cable Shows Watched By 2018 MTV VMA Awards Audience Ranked By Alphonso Viewership Index* Shows including the 2018 MTV Video Awards Pre-Show, Love & Hip Hop: Hollywood, Jersey Shore, Nick Cannon Presents: Wild ’n Out, and Battleship are the most watched shows by this audience.

Show Network 2018 MTV Video Music Awards Pre-Show MTV - Music Television Love & Hip Hop: Hollywood VH1

Jersey Shore Paramount Network

Nick Cannon Presents: Wild 'n Out TV Land

Battleship

Basketball Wives

Jersey Shore: Family Vacation

The Challenge

The King of Queens

Fear Factor

0.00 1.00 2.00 3.00 4.00 5.00 6.00 7.00 Alphonso Viewership Index How to Read: The Alphonso Viewership Index reports programs watched more by the exposed audience (over indexed) versus the average audience size. While audience size may not be large, indices represent the popularity of other programs among exposed viewers.

Source : Alphonso TV Audience data 20th August to 21st August, 2018 7 56% Viewing session 38% Audience Flow Viewing session initiated concluded Programs watched by awards show viewers the hour before and after airing.

13% 4%

9% 4%

9% 3%

8% 3%

Source : Alphonso TV Audience data; 2018 MTV VMA Awards 8 About Alphonso

Alphonso is a TV data company with the industry's largest TV viewership footprint. It is the market leader in providing brands and agencies with real-time, self-serve TV ad campaign measurement and attribution. The company enables its clients to reach and measure verified TV audiences across all screens. Brands work with Alphonso to amplify their TV spend on digital, and to connect the dots between TV ad exposures and real business results, such as foot traffic and sales, to better understand return on ad spend (ROAS).

With automatic content recognition (ACR) technology embedded in tens of millions of hardware and software products, including smart TVs, TV chipsets, mobile apps, and other connected living room devices, Alphonso understands what programming and advertising people watch on TV. Through its Alphonso Insights SaaS offering, Alphonso delivers actionable insights and closed-loop attribution with offline data in real time, to help its customers understand the true impact of TV advertising. To learn more, visit www.alphonso.tv.

9 Contact Us

Locations Key Contacts

Silicon Valley Headquarters Mark Gall 321 Castro Street Sales: Media Mountain View, CA 94101 201-396-1889 [email protected]

New York Tom Perchinsky 315 W 36th Sales: Alphonso Insights NY, NY 10018 410-279-5332 [email protected]

For free TV ad campaign analysis on thousands of brands, visit insights.alphonso.tv. www.alphonso.tv