Advertisers find new outlets in MTV and Nickelodeon

Irish advertising agencies will be able to book airtime on two more television channels, MTV and Nickelodeon, from early in the new year. Emmet Oliver reports.

Last week, executives from Viacom, which owns all of MTV and 50 per cent of Nickelodeon, visited several Irish advertising agencies to brief them on the plans.

It will be the first time Irish advertisers have the opportunity to take airtime on dedicated music and children's channels. It will also put further pressure on Irish stations like RTÉ 1, Network 2 and TV3 for advertising revenue.

It is understood Viacom Brand Solutions, the Viacom subsidiary behind the new service, has yet to make a decision on whether alcohol-related advertising will be carried on MTV. The Government is considering a ban on alcohol advertising, but has little chance of regulating foreign-owned stations like MTV.

The two channels, available on cable and digital services in the Republic, do not have large shares of the Irish television market, but they are able to deliver very specific audiences for advertisers.

According to a newsletter this week from McConnells, advertisers will welcome the chance to take airtime on the channels.

Commenting on Nickelodeon, Ms Nuala Long of McConnells said: "Nickelodeon is a good little player and will be a definite plus on schedules seeing as Network 2's performance for children is, at best, erratic."

On MTV, Ms Long said: "MTV has been working hard on pushing its profile internationally. Products still emulate it and in recent years it has been credited with programme innovation on a par with HBO."

Viacom will have to set up a sales house in Ireland and compete for business with other non-Irish owned channels like Sky and E4.

MTV is likely to prove particularly popular with advertisers because of its penetration among the key 15-24 demographic. While the station has been criticised for lowering the amount of music it plays, programmes like the Osbournes, Cribs and Real World get large youth audiences.

Nickelodeon has a strong share of the children's market in the morning and afternoons and is a popular advertising vehicle in the run-up to Christmas.

Viacom Brand Solutions was unavailable for comment last night.