Nielsen

As expected because of local NFL pre-emptions, both episodes of Bachelor Pad were adjusted down, the 8pm Final Challenge down 0.3 points and the 9pm finale down 0.4 points for adults 18-49 (to 1.9 adults 18-49 ratings for both) vs. the preliminary numbers. ABC still edged Fox for the night with adults 18-49 with a 1.9 rating to Fox's 1.8 rating.

Final broadcast TV ratings for Monday, September 12, 2011:

Time Net Show 18-49 Rating 18-49 Share Viewers Live+SD (million)

8:00PM ABC BACHELOR PAD: THE FINAL CHALLENGE 1.9 5 6.360
CBS US OPEN 0.9 4 3.390

The special 7pm Sunday night episode of Jersey Shore prior to the Video Music Awards drew 8.0 million viewers, up 40% from the 5.7 million that watched the pre-VMA episode last year (which was on 9/12/10). It drew a 7.5 rating in the MTV target 12-34 demo, which was up 36% vs. last year.

As big a jump as that was from last year, it was still down from Jersey Shore's most recent Thursday ratings. The 7pm hour certainly holding down the ratings.

Bigger than "Jersey Shore" -- that's how big Sunday's record-breaking Video Music Awards on MTV was.

As reported by Toni Fitzgerald at Medialifemagazine.com

With mobile advertising on the upswing, marketers must remember that many consumers are still less than thrilled about ads on this very personal device. Catering to their preferences for ad formats and features could help the mobile audience warm up to the usefulness of the channel according to eMarketer