MTV Is a Smash in Brazil

RIO DE JANEIRO – MTV is the audience leader in the ABC/12-30 segment in the Sao Paolo market after just two years in the Brazilian television market. That result surprised television station executives as the analyze the results of Datafolha Audience Ratings for the second semester of 1992. They were were quick to explain the success of as the result of ‘an exclusive type of communication, geared to young audiences, who were eager to identify with MTV as their own television.’ Datafolha registered a 57% audience preference for MTV in the ABC classes, aged 12 to 30 years of age, during the month of October 1992 in the city of Sao Paolo, which is this country’s No. 1 metromarket.
Copyright Adweek L.P. (1993)