MTV Rides Programming Resurgence to First Summer Ratings Increase in Six Years

by Stuart Winchester, Viacom

Fueled by a programming renaissance, MTV scored its first summer ratings increase in six years for the three months ending August 31.

That’s cause for celebration:

via GIPHY

The surge follows the steady re-introduction of several legacy MTV programs that have been recalibrated to appeal to the social-, mobile- and digital-oriented youth of today: My Super Sweet 16, Unplugged and, on Snapchat, Cribs and Beach House. And, coming soon: the hugely anticipated returns of early aughts mainstay TRL.

(Take a look at the Shawn Mendes performance that relit Unplugged – you’re not seeing things – there are no cell phones in the audience; the producers prohibited fans from bringing them into the theater, so they could simply enjoy the concert, 1990s style):

The ratings resurgence has not been entirely tethered to nostalgia, however, as a rejiggering of the network’s The Challenge and the launch of unscripted original Siesta Key (below) also fueled large audiences.

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