By Sam Cohen

Key Executives

Sumner M Redstone – Executive Chairman of the Board of Directors and Founder

Philippe Dauman – President and CEO

Thomas Dooley – COO

The current incarnation of Viacom was founded in 2005 after the company split from CBS Corporation and took certain media properties with it. Viacom — short for Video & Audio Communications — is owned by National Amusements Inc., which also owns CBS Corporation. [1]

Viacom owns a number of media outlets, including Paramount Pictures, MTV Networks, Comedy Central, BET Networks, Nickelodeon Networks, Spike TV, CMT and VH1, as well as music production and online divisions. However, this profile focuses on the television holdings of the company.

In 2013 Viacom has had a very successful third quarter, reporting $3.65 billion in revenue, up 9% from the third quarter last year. Net earnings for the third quarter were $806 million up 25% over the same period last year. Viacom’s total adjusted net earnings for 2013 were $2.32 billion, up 2% from the previous year. Viacom Media Networks, which accounted for $2.46 billion of that revenue, up 7% from the previous year’s third quarter, also accounted for revenue of $9.66 million in all of 2013, up 5% from last year [2]. For full 3rd quarter financials click here

This semester Viacom has been maintaining strong ratings for its established shows with returning seasons and relying on healthy ratings for event specials and award shows that have been held throughout the past few months and those that are scheduled in the coming months. These specials span the networks owned by Viacom and have battled both cable and broadcast shows for the top spot in the 18-to-49 demographic during their time slots. Viacom has also managed to effectively use social media to get more press for their specials and shows.

The first of these major events was the MTV Music Awards, which became national news because of the controversial performance by Miley Cyrus. The show was watched by nearly 10.1 million people and had the second highest viewership of any show on cable that week, losing only to A&E’s Duck Dynasty by 40,000 views [3]. The award show also topped most shows that week in the broadcast world for number of people who watched live or same day. The only show that beat out the Music Awards was Under the Dome, which aired that week on CBS [4]. The event was also a social media sensation, creating 120 national and worldwide trending topics on Twitter and 1.2 million like on Instagram [5]. The MTV Music Awards also broke a Twitter record: During Miley’s controversial performance 306 thousand tweets were tweeted per minute [5]. The show also garnered the ire of the Parents Television Council and was talked about across the news sphere for several days. in case you didn’t catch the performance you can see it here

Comedy Central has also done quite well this fall with strong showings from a number of returning shows as well as one new show, @midnight. Network ratings were up 10% across the board with Tosh.0 leading the way as the #1 cable program with males 18-to-24 [6]. That show was also the third most watched cable program on the night of its fall premier with two million viewers. [7]

The return of John Stewart to The Daily Show saw the show continue its dominance over late night in the cable world with The Colbert Report also coming in strong [8]. Key & Peele also have had a strong year, making number 1 in its time slot among men 18-to-24 and having 49% growth in audience from last season. [6]

South Park began its 17th season with stellar ratings. The season premier was the top show on cable among adults 18-to-49 and was the top show on TV among men 18-to-34 and men 18-to-24 [9]. Finally the network debut a new show @midnight to follow The Colbert Report. The show, which, Comedy Central had hoped would piggyback off of The Colbert Report, did more than that even beating Colbert in certain demographics. [10]

Another Viacom media property that has had a good fall is Nickelodeon. The station consistently led the total day viewership among cable networks including, for example the three consecutive weeks ending November 3 [11], November 10 [12] and November 17 [13]. Nickelodeon has also dominated cable networks among the 2-to-11 demographic. The network has been top in the kids demographic for six straight weeks [14]. SpongeBob SquarePants has helped propel Nickelodeon to such heights as the number one program with kids 2-to-11 [14]. Nickelodeon has also had nine straight months of year-over-year ratings gains.

Nickelodeon also had a special this weekend on Nick at Night: the TeenNick HALO Awards, which honored four teens for their community service and featured a number of celebrity guests. The show used social media to engage and connect with viewers by encouraging live tweeting and posts to Instagram with the hashtag #HALOawards [15]. Nickelodeon hoped that this interactive experience would change the way that award shows would take place in the future.

Another big upcoming event takes place on Viacom’s Country Music Television. CMT has done well this fall with music video ratings up from last year [6], but they’re hoping for a big boost from the upcoming CMT Artists of the Year special scheduled for primetime December 3. For more information on the event click here. CMT hopes to garner some solid ratings among certain psychographic groups especially the believer and maker psychographics.

The final Viacom network that just received a big boost is BET, which had two major events: one on Tuesday, November 19 and the other on December 1. On then 19th The First Lady of the United States appeared on 106 & Park, which has been the top music variety show on cable for the past 15 quarters [16]. Ratings for the special were not yet available as of noon on November 20th. On the 1st The Soul Train Awards hopes to duplicate the success seen by The BET Awards earlier this year.

Viacom has used its many networks to ensure that profits will continue to increase through the 4th quarter of 2013 and into 2014. The company’s strategy of getting strong showings from returning programs and excellent ratings on its large specials is working. The channels of the Viacom Media Networks clearly reach the demographics they are targeting and make Viacom one of the leaders in cable television programming.

Sources

[1] Viacom Wikipedia RET: 11/20/13

[2] Viacom 3rd Quarter Financial Report RET: 11/20/13

[3] Cable Ratings for the Week Ending August 25th RET: 11/20/13

[4] Broadcast Ratings for the Week Ending August 25th RET: 11/20/13

[5] Huffington Post – MTV VMA Ratings Rise For 2013 Thanks To *NSYNC Reunion, Robin Thicke And Miley Cyrus Performance RET: 11/20/13

[6] Viacom 4th Quarter ’13 Pulse Newsletter RET: 11/20/13

[7] Daily Cable Ratings Tuesday September 24th RET: 11/20/13

[8] Late Night Ratings RET: 11/20/13

[9] TV by the Numbers – South Park Season 17 Premier RET:11/20/13

[10] Deadline Hollywood – @Midnight’ Opens Well With Comedy Central’s Target Young Guy Crowd RET: 11/20/13

[11] Cable TV Network Weekly Ratings for Week Ending November 3rd RET: 11/20/13

[12] Cable TV Network Weekly Ratings for Week Ending November 10th RET: 11/20/13

[13] Cable TV Network Weekly Ratings for Week Ending November 17th RET: 11/20/13

[14] TV by the Numbers – Nickelodeon Tops Cable RET: 11/20/13

[15] TV by the Numbers – HALO awards RET: 11/20/13

[16] BET Press Releases – First Lady Visits 106 & Park RET: 11/20/13

[17] Wikimedia – Viacom Logo image RET: 11/20/13

[18] Forbes – Sumner M Redstone RET: 11/20/13

[19] Allthingsd – Philippe Dauman RET:11/20/13

[20] Viacom – Senior Management RET: 11/20/13

[21] World Property Channel – Viacom Renews New York HQ Lease RET: 11/20/13

[22] Ibnlive.com – Is Miley Cyrus the Only Celebrity to Popularise Twerking? RET:11/20/13

[23] Laughing Squid – @midnight, A New Late Night TV Show Hosted by Nerdist’s Chris Hardwick RET: 11/20/13

[24] Hollywood Reporter – Nick Cannon Announces Monthly Youth Honor at 5th Annual TeenNick HALO Awards RET: 11/20/13

[25] News One – First Lady Michelle Obama Discusses Education On BET’s 106 & Park RET: 11/20/13