The ratings woes at Viacom's kids cable network Nickelodeon have received lots of attention lately, but one media analyst warns that the picture is not that much brighter at MTV.
Sanford C. Bernstein & Co. analyst Todd Juenger noted in a report that ratings at MTV declined 32% in the third quarter compared with the same period a year ago. On top of that, the hit "Jersey Shore" is wrapping up, and finding other shows that can pick up the slack won't be easy.
"We believe MTV is in for a very tough year," Juenger said, adding that he anticipates more double-digit rating declines at the channel.
To be sure, MTV's ratings were down in the third quarter in part because of competition from NBC's Olympics coverage. Also, "Jersey Shore" is running in the fourth quarter of 2012 rather than the third quarter, which is where it was last year.