OMD, MTV Ink $300 Mil. Deal

NEW YORK The broadcast networks aren’t the only ones starting to do upfront business. Omnicom Group’s OMD and Viacom’s MTV Networks unveiled a multi-network and multi-platform deal for the 2006-07 season under which “OMD’s clients will be the first to receive advertising opportunities across MTVN’s” array of TV properties and digital extensions for the new season, the companies said in a statement.

The deal is valued at more than $300 million, with 10 percent earmarked for new media, and it covers some 30 OMD clients, per sources.

As part of the deal, the parties have “laid the framework for a joint research partnership” that will track viewer engagement across the properties and also measure so-called “transference,” defined as the extent to which consumers extend the positive feelings they have for the media brands they use to the products that are advertised in those media.

Included in the agreement are MTVN channels MTV, MTV2, mtvU, VH1, VH1 Classic, CMT, The N, Comedy Central, Spike TV, Nickelodeon, Nick-at-Nite, TV Land and Logo, as well as online sites mtv.com, vh1.com, cmt.com, comedycentral.com, nick.com, nickjr.com, the-n.com, tvland.com, nickatnite.com, logoonline.com, spiketv.com and the soon-to-launch Web site, parentsconnect.com. The deal also includes MTVN’s newly acquired IFilm, GameTrailers.com, Neopets and Xfire.

“By moving early with us, OMD has secured premium multi-platform opportunities for its clients in a market where viable digital assets are scarce,” said Sue Danaher, executive vice president of ad sales at MTV Networks. “We are thrilled to be working with OMD in this groundbreaking deal, where we intend to learn together on behalf of our clients.”

“Our ability to strategically combine resources across platforms and the scope of our relationship with MTV Networks have allowed us to do something that creates a new value proposition for our clients,” said Joe Uva, president and CEO of OMD Worldwide. “Through this collaboration, we are able to provide our clients with even greater reach to a broad, yet targeted and highly engaged audience of consumers.