MTV UK ad revenues enhance Viacom growth

by Tristan O'Carroll, Media Week 29-Feb-08, 12:06

LONDON - MTV Networks' UK advertising revenues provided a boost to parent Viacom's 2007 financial performance, contributing much of the growth in the company's international ad revenues.

Viacom's 2007 financial results reveal that international ad revenues at MTV Networks, which operates channels such as MTV and Nickelodeon, increased by 23% last year. The company's June 2006 acquisition of a controlling stake in Nickelodeon UK - previously a 50/50 joint venture with Sky - helped to generate much of this additional revenue. International ad revenues were also boosted by other acquisitions overseas.

Viacom does not break out financials for individual markets. However, its results show that MTV Networks' worldwide ad revenues were up by 8% last year to $4.7bn (£2.4bn). Meanwhile, MTV Networks' total international revenues, which exclude the US, totalled $1.25bn (£630m) in 2007, up 18% from 2006.

The UK, where Viacom operates several businesses including ad sales house Viacom Brand Solutions, remains one of Viacom's most important individual markets. Its UK and Germany unit contributed 49% of all international (non-US) revenues last year. These revenues include Viacom’s film business, Paramount, MTV Networks, and its consumer products operation.

Elsewhere within the Sumner Redstone-led conglomerate, the company said it has achieved its target of generating £500m in global annual digital revenues.