muchmusic usa Adds Three New National Advertisers to its Roster: Reebok, Activision & Lorillard Tobacco Company’s Youth Smoking Prevention Program

New York, NY, September 23, 2002 – Rainbow Media’s muchmusic usa, the nation’s only viewer-driven all music network, announced today that it has added three new names to its rapidly growing roster of national advertisers: Reebok, Activision and Lorillard Tobacco Company’s Youth Smoking Prevention Program.

“We’re very pleased that these three great brands have come on board,” adds Bob Dahill, Senior VP for Advertising of muchmusic usa. “They are providing another vote of confidence in our brand, our programming philosophy and our unique ability to craft innovative, multi-layered marketing vehicles that connect with the key teenage demographic.”

Among the details of each partnership:

  • Reebok showcased two campaigns: “Above the Rim” and “Reebok/Footlocker.” The brand is targeting its prime demographic – hip hop generation consumers – via ad buys on muchmusic usa shows like Rap City and Celebrity Tastemaker: Nelly.

  • Game maker Activision promoted two new releases with on-air and online vehicles. Mat Hoffman’s Pro BMXTM2 sponsored muchmusic usa’s Celebrity Tastemaker: Ultimate X with tune-ins, billboards and online banners. Activision’s hot-selling Street HoopsTM is receiving the same elements on the muchmusic usa special, Super Chunky Beat.

  • For Lorillard Tobacco Company’s Youth Smoking Prevention Program, muchmusic usa’s advertising sales team has worked closely with the company for their teen anti-smoking campaign, “Tobacco Is Whacko if You’re a Teen,” creating an innovative promotional plan that employs in-show and online tactics. The principle on-air platform is TooMuchMusic, a commercial-free video hour that is the network’s highest-rated early daypart attraction. Lorillard Tobacco Company’s YSPP catchy campaign slogan, “Tobacco is Whacko if You’re a Teen” is featured on billboards appearing throughout the show and in tune-ins running on muchmusic usa. In addition, muchmusic usa created and executed, “Reveal the Oven Fresh Puzzle,” a contest built around their popular show, Oven Fresh. A :30 contest spot airing during the show directing viewers to the network’s website,, where they can attempt to unscramble a puzzle to find hidden messages. Among the messages that are uncovered by players is the web site address of the Lorillard anti-smoking campaign, “buttoutnow.”

In a study released late last year, Myers Media Brand Tracker: Survey of Teens on Media Usage Patterns and Preferences, examined teen attitudes toward the brand equity of the 19 major networks. muchmusic usa ranked number five in this key demographic, scoring higher than NBC, ABC, CBS, UPN, the Cartoon Network, and the Disney Channel among others. It was also the only digital network rated in the top ten. In addition to the general ranking, much also ranked third among 13-15 year olds, fifth among overall females teens, and sixth among male teens.

About muchmusic usa

muchmusic usa is the nation’s only viewer-driven all music network, featuring music videos and live concerts in an all-music-all-the-time format. The network programming is viewer influenced and generated. On muchmusic usa, viewers voice their opinions, influence what’s on the air, participate in discovering new music and even create music video programming to air on the network. For more information about muchmusic usa, please visit our Web site at

muchmusic usa is owned and managed by Rainbow Media Holdings, Inc. A subsidiary of Cablevision Systems Corporation (NYSE:CVC) and NBC, Rainbow has been at the forefront of innovation in programming for more than 20 years. Rainbow also manages American Movie Classics, We: Women’s Entertainment, Bravo, The Independent Film Channel, Mag Rack muchmusic usa, Rainbow Sports Networks and News 12 Networks as well as the Rainbow Advertising Sales Corporation and Rainbow Network Communications. In addition, Rainbow is a fifty-percent partner in FOX Sports Net.

About Rainbow Media

A leader in sports, news and entertainment programming, Rainbow Media Holdings, Inc. is a subsidiary of Cablevision Systems Corporation (NYSE:CVC) and NBC. Rainbow owns and manages AMC, WE: WOMEN’S ENTERTAINMENT, Bravo, IFC (The Independent Film Channel), muchmusic usa, Mag Rack, Rainbow Sports Networks, News 12 Networks, and MetroChannels as well as the Rainbow Advertising Sales Corporation and Rainbow Network Communications. Rainbow is a fifty-percent partner in Fox Sports Net and has a strategic partnership with MGM (NYSE:MGM), which owns a 20% stake in four of Rainbow’s national networks: AMC, WE: Women’s Entertainment, Bravo and IFC.

Press Contacts

  • Matthew Frankel
    Rainbow Media Holdings, Inc.

  • Sal Cataldi/Sydney Masters
    Cataldi PR