History• Candid Camera was the first reality show which debuted in 1948.• PBS debuted An American Family, an unsettling, yet fascinating documentary series in 1973.• Until CBS’ recent emergence back to reality TV, Fox had cornered the market.• Cops, the longest running reality program, debuted in 1989.• Today, top reality programs include Survivor, American Idol, and The Mole.
It is not just teenagers who are the die-hard fans • 55% of viewers are 35 or older • 29% of the audience, are 35 to 49 years old Young audience is most likely to tune in• 70% of the 18 to 24 year old group watch reality TV• 57% of the 25 to 34 year old group watch reality TV
The habits of male and female audiences slightly differ• Women rather than men are die-hard fans• Women make up 64% of regular audience• Men surf through reality TV• Men make up 55% of occasional audience
Differences between geographic locations• 40% of all reality TV viewers are from South• 20% of all reality TV viewers are from each remaining region The audience of reality TV• Belongs predominantly to low & middle-income groups• 58% of watchers earn less than $50,000 annually
Why people watch reality programs• 18 to 34 year olds are primarily interested in conflicts• 35 to 54 year olds are primarily interested in strategy• To guess who will win and who will be eliminated (69%)• To see real people in challenging situations (63%)• To imagine how they would react in a similar situation (42%)
Why women and men watch Reality TV• To predict the outcome of the shows (72% of women viewers)• Men watch for “physically attractive contestants”• Men are 3 times more often drawn to the shows for “physically attractive contestants” (31% versus 9%).
Interactivity of reality• 34% of 18-to-34 year olds visit web sites• 27% of 35-to- 54 year olds visit web sites• 70% visit websites related to their favorite reality shows• 26% read and post messages on-line• 22% play Internet games
Survey Results• 70 people were surveyed• The respondents were divided into 3 age groups: – 18 to 30 years – 31 to 40 years – above 41 years
Survey Results• In the 18 to 30 year age group, 45% were men and 55% were women – 57% of the men in this group watch reality TV – 71% of the women watch reality TV• In the 31 to 40 year age group, 71% were men and 29% were women – 65% of the men in this group watch reality TV – 71% of the women watch reality TV
Survey Results• In the above 41 year group, 40% were men and 60% were women – 50% of the men in this group watch reality TV – 67% of the women watch reality TV• Survivor is the most watched show among men whereas Trading Spaces is the most watched show among women• Only 30% of the people who watch reality TV regularly remember the product being advertised
The Mole4 players trying to determine the identity of the molelayers work together to complete physical and mental gamesarn money toward a pot of up to one million dollarshe mole is a double agent who tries to sabotage players’money-making efforts
Use of Their WebsiteVery interactive for usersCan obtain information on the show, past episodes, & rulesPersonal bios of the playersUsers can participate in on-line quizzes and interactive challengesUsers can take opinion polls-- Who will be executed?
Use of Their Website• Can view the current account balance status as well as more detailed information such as how much each question was worth• On-line chat rooms
Advertisements during the Show• Neutrogena• Oil of Olay• Schick razors• Taco Bell• Nissan Maxima• Ford• Lowe’s• Ted Koppel’s talk show• Return From LA• Widows
Survivor• Survivor caused many people around the world to watch 16 contestants eliminate each other• The contestants are deprived of basic comforts, exposed to the harsh natural elements, and their fate is at the mercy of strangers• For 39 days, 16 contestants were forced to band together and carve out a new existence without any conveniences of the modern world• The survivors formed their own cooperative society and participated in contests• The seven most recently eliminated contestants return to form the final tribal council and determine the final survivor, the winner of $1,000,000!
Use of Their Website• The Survivor show website was excellent. It had: – a ton of information – interesting links – interactive polling – videos to watch – background theme music from the show – links to the actual sweepstakes• Overall, the sites were: – very informative – very interactive – a lot of fun – very easy to use
Which company spent $12 million to sponsorSurvivor, The Australian Outback, premiering after Super Bowl XXXV? A.) Anheuser-Busch B.) General Motors C.) Visa D.) Frito-Lay E.) All of the above
Type of advertisement during the show and on the website• Advertisers paid big bucks to be part of Survivor• Anheuser-Busch, General Motors, Visa and Frito-Lay paid roughly $12 million each to sponsor Survivor: The Australian Outback, premiering after Super Bowl XXXV.• It works out to more than $450,000 per 30-second ad, in a league with such top-priced series as Friends (about $500,000) and Monday Night Football (more than $400,000).
Type of advertisement during the show and on the website• Anheuser-Busch. The beer baron was pleasantly surprised with the ratings, says Tony Ponturo, head of corporate media and sports marketing. A-B got great product placement when Kelly Wiglesworth won a night out swigging Bud Light with host Jeff Probst.• General Motors. The Pontiac Aztek is sponsoring the show again, brand manager Don Butler says. GMs package is similar to this seasons 28 30-second slots in the 13 shows. The show fits the image we want to project with Aztek, Butler says. GMs placement coup: Million-dollar winner Richard Hatch drove off in an Aztek after the final episode.• Visa. The card company has committed, says Liz Silver, vice president of advertising, and hopes its product placement is stronger and better integrated.
"These shows are like Halleys Comet -- They dont come along very often," says George Schweitzer, executive vice president of marketing for CBS. "You want to use them as aggressively as possible."
Type of advertisement during the show and on the website • Outwit. Outplay. Outlast. The credo of Survivor. • Whether youre creating a successful online marketing plan or a winning strategy for Survivor youll need to assess your strengths, weaknesses, and capabilities, critically size up your competitors, and carefully strategize to determine the most effective game plan.• Promotions and tie-ins include: – Licensing deals – Products at CBS Online Store – CBS MarketWatchs Survivor Contest – IWon.coms Survivor Trivia Challenge – A souvenir Survivor issue of People magazine – MirCorp - the winner will travel to Mir
Nielsen Ratings• CBS said the preliminary Nielsen Media Research ratings for "Survivor: The Australian Outback" might have been even higher if the Super Bowls second half had been more competitive and the "reality" show had started earlier than 9:17 p.m.• Still, overnight ratings counted 42 million viewers. The only show to do better after the Super Bowl in the last 20 years was the 1996 episode of "Friends" that drew just under 53 million viewers.• By comparison: During its 2001 run, Survivor 2 averaged a 17.4 rating and a 27.0 share. During its 2001-2002 run, Survivor 3 Africa averaged an 11.8 rating and an 18.0 share.
Key Differentiators• Element of audience participation• Audience determines the winner• Backstage interviews• Taped vignettes about contestant’s families• Judges assessments ranging from polite to scathing• Heated exchanges among the three judges• Interactive website• Extensive sponsorship• Mass appeal & appropriate for family viewing
Demographics• Hit 12 million-viewer mark and delivering the best demo rating for any series this summer• Rated the top Tuesday night show for eight weeks in adults ages 18-49• Lead summer demo in total viewers• Has performed best among young women -- 24 share among women ages 18-34 -- 25 share among female teens
The American Idol WebsiteFinalists Host InfoThe Rest Judges cornerJudges corner UK Pop IdolSurveys Message boardWireless Fan clubFAQ Show Re-caps
The Ford Website“Ford Focus on American Idol Sweepstakes” ot interactive asy to navigate ne hot button
American Idol was associated with what product/ company concerning the Red RoomSweepstakes in which one can win a seat on the red couch and experience the set for themselves? A.) Coca-Cola B.) L’Oreal – Feria color C.) Clear Scrub by Neutrogena D.) Ford Focus E.) None of the above
The Coke Website"Welcome to the Coca-Cola American Idol Experience" • Interactive • Easy to navigate • Hot buttons – The Contest – Inside The Red Room – Hot Topics – Behinds the scenes
The Sponsors – Ford vs. Cokeord okeommercials ut coke logo glasses complete with straws in the hands of judgesroduct clip during the show throughout the showontest wnership of the Red Room and Red Couch mplementation of an effective Website ommercials
CommercialsLife Style• Youth roducts• Appearance• Life with out enus razors by Gillete boundaries eria hair color by L’Oreal• Beauty• Health otex feminine products• New shows ord Focus remier of "The Pulse"
Network Struggle Demands New Strategies• Business models that havent changed for more than 20 years• Competitor’s penetration of the market Cable TV Satelite TV TiVo DVDs• Saturation of the market• Global Market with overseas producers opting to make their own versions of hit shows.• Actors and writers salaries / threat of strike
Solutions Exhibited by Reality TV Programs• Networks recognize a need for dramatic change strategically, creatively and financially. – Studios, networks and profit participants are negotiating deals that maximize the value of a show while it is hot – Multiple airings through video-on-demand or collections of episodes on DVD and/or video – Sponsors are weaving their wares into the very fabric of programs – Innovative deals with advertisers• Reality TV Shows can: – Bring costs under control – Balance the affects of cheap and expensive shows – Maximize the value of a given episode rather than the entire season of a show – Address the changing environment
Can Reality TV develop the staying power and profitability of hit shows like ER and Friends? Only time will tell.