VMAs propel MTV to the top

Singapore —The 2011 MTV Video Music Awards (VMAs) scored the highest ratings ever in the past decade for the award show, according to data released by Kantar Media. The channel also led as the number one cable channel during the same day repeat on Monday, 29 August. This year's show gave MTV its highest market share with 18 per cent amongst all cable channels (in the 15 to 34 age group). This was driven by viewers aged 25 to 34, where the programme rated at 2.42 per cent with an average time spent of 102 minutes on the same day repeat. On the social media front, MTV Asia's Facebook fan page experienced a 150 per cent increase in VMAs-related interaction while Twitter interaction on broadcast day ranked the highest in August, driving up reach by 33 times.