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Demographic Target: P 18-49

87 Million subscribers

VH1 increased its average 18-49 viewership by 31% in 2003 compared to 2002. (Nielsen, Ad Sales Daypart)

69% of viewers are in the desirable P18-49 demographic, the highest concentration among any basic cable network. (Nielsen full year 2003 off P2+ base.)

Total Day median age is 30. (Source: Nielsen 2003)

52/48 female/male skew (6a-6a, among P18-49 with base of 2+: Nielsen 1Q ’04)

 
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H1 finished first quarter 2004 singing the same song it’s been singing the last four quarters: “Most watched quarter ever!” Those first three months also marked VH1’s sixth consecutive quarter of double-digit percentage growth among viewers 18-49.

The network’s audience has been multiplying ever since its programming focus expanded to embrace the music, artists and pop culture that we all share. That momentum will build throughout 2004 with a constant supply of original series, specials and events that will attract strong numbers of young and upscale viewers found nowhere else in cable.

VH1 is bringing its highly successful and hilarious “I Love the ’80s” and “I Love the ’70s” approach back for “I Love the ’90s.” Over 10 nights this summer, VH1 will lovingly mock all of the fads, fashions and scandals of the decade that yielded Tickle Me Elmo and Monica Lewinsky.

For the second addictive season of “Bands Reunited,” VH1 has hit the road again, convincing a new crop of gone-but-not-forgotten bands to gather for one more concert for their fans.

Also this summer, VH1 will ask America to help cast an all-new Partridge Family in a reality-based series. Hundreds of hopefuls will compete to win roles in a subsequent new VH1 sitcom pilot based on the iconic ’70s show.

VH1 will also debut new episodes of popular series such as “Driven,” “(inside) out,” “All Access,” “The Fabulous Life” and “Best Week Ever,” the critically acclaimed and funny review of what made pop culture pop that week.

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 The biggest stars gather at VH1 for high-profile televised events, including “Big in ’04,” which will commemorate this year’s biggest “water cooler” moments in pop culture. This fall, VH1 will launch a brand new event that will salute hip-hop music pioneers in “VH1 Hip Hop Honors.” VH1 also airs some of the best musical performances in television including “VH1 Divas,” the annual Rock and Roll Hall of Fame induction ceremony and concerts by up-and-comers and viewer favorites.

VH1’s sister brand VH1.com continues to break traffic records by offering music lovers new music first and exclusive performances. Visitors can also access world premiere videos, music news and profiles on hundreds of music artists.

In 40 million homes by year’s end, VH1 Classic is a 24-hour network featuring “absolutely none of today’s hottest music” but classic rock, soul and pop artists from the ’60s, ’70s and ’80s. The network will for the first time this year partner with selected advertisers on sponsorships.

VH1 is also celebrating the seventh year of the Emmy and Peabody Award-winning VH1 Save The Music Foundation, which restores music education programs and raises awareness of the importance of music participation for children. VH1 Save The Music has donated $25 million worth of musical instruments to 1,000 public schools, benefiting 500,000 students in 80 cities nationwide.