Multi Channel Network (MCN) strengthens its position as the top destination for kids and youth as it commences advertising representation of Viacom International Media Networks (VIMN) and leading youth publishing brand Sound Alliance, from today.

With the inclusion of MTV, MTV Dance and MTV Music, MCN now holds the largest commercial television share of 13-24 years (30%), between 6am and midnight, according to OzTAM figures[i].

VIMN’s Nickelodeon and Nick Jr. channels join Turner’s Cartoon Network and Boomerang channels, to help deliver MCN the second largest commercial share for children between the ages of 5-12 years old (27%).[ii]

The Sound Alliance and VIMN digital brands add a significant and highly engaged audience to MCN’s online network, adding breadth and depth within the kids and youth offering. Sound Alliance titles include award winning pop culture site Junkee, plus Australian community sites inthemix and FasterLouder, Same Same, and Mess+Noise. The VIMN digital brands include nickelodeon.com.au, nickjr.com.au, nickjr.com.au/parents, mtv.com.au and mtvtravelco.com.

MCN’s digital network is now the third largest premium publisher in Australia, with a unique monthly audience of 8.4millionⁱⁱⁱ.

MCN national director of multiply integration and content partnerships, Elizabeth Minogue, said the new partnership cements MCN’s position as the primary destination for brands wanting to engage with Australian youth.

“Viacom and Sound Alliance are brilliant at attracting and holding the attention of their audience and we are excited to work with the fantastic premium youth brands within both networks.  Combined with our extensive network of existing premium youth properties, MCN is now the number one network for advertisers targeting those under 30.  We look forward to announcing some new, innovative, multi-screen advertising solutions for leading youth brands in the coming months,” she said.

VIMN Australia and New Zealand’s senior vice president and general manager Ben Richardson, said: “As a global leader in creating entertainment content for young audiences, I’m confident that the strength of the MTV, Nickelodeon and Nick Jr. brands alongside MCN’s expertise in creating high-impact marketing partnerships, will lead to ground-breaking and exciting opportunities for brands wanting to connect with kids, millennials and music lovers across Australia.”

Neil Ackland, CEO of Sound Alliance, said: “As the leading youth publisher in the country we’re very excited to join the MCN family. The marriage of MCN’s expertise in the market with our leading digital properties means that MCN is now the first place to go for any brand wanting to authentically reach 18 to 35 year old Australians.”