Another Viacom Network Is in Trouble in Ratings, Analyst Warns LA Times

On the heels of a well-documented ratings struggle for Viacom’s Nickelodeon cable network, another Viacom-owned cable channel appears to be in trouble in the ratings.

Citing a report from Sanford C. Bernstein & Co. analyst Todd Juenger, Joe Flint reports in the Los Angeles Times that MTV has a serious ratings issue on its hands. The network’s ratings declined 43% in the third quarter when compared with a year earlier, the story notes.

With the high-rated reality series "Jersey Shore" coming to a close, finding replacement programs may prove a challenge.

"We believe MTV is in for a very tough year," Juenger said. He added that he foresees more double-digit declines for the cable network.

The plunge comes after Viacom's children's network Nickelodeon has been dealing with a high-profile decline in ratings. Other Viacom networks also had a challenging third quarter, with Spike, Comedy Central and BET all down 13%, the piece notes. The only Viacom network to buck the trend was VH1, where ratings rose 5%.