NEWS26 August 2009

MTV launches Sticky youth insight website


UK— MTV has launched Sticky, a website through which it aims to provide the media and advertising industries with insight into youth culture.

Managed by MTV’s owner Viacom Business Solutions International (VBSI), the site will provide information on young people’s attitudes on a range of subjects, including brands, money and entertainment.

VBSI said the site, which is free to access, will “build a representative body of information about young people for the businesses that are tasked with communicating with them”.

Around 50,000 16- to 34-year-olds from over 20 countries were involved in VBSI’s research over the past 18 months in the build-up to the launch of the site. They took part in a range of lifestyle and client-specific quant surveys and around 1,200 qualitative interviews covering subjects including art, brands, culture, design and gaming.

Helen Rose, director of insight at VBSI, said: “This new site is the best way for MTV to share its most valuable in-depth knowledge of youth culture and help the world of business and brands both understand youth and their cultures and gain an insight into how to connect and engage with young people – often easier said than done.”