Verslag over 'reality tv'

1. Ruud Telderselaar
Stephanie Ashcraft
Jacek Dubiel
Vanessa Riddle
Angi Sadrack
Matt Snyder
Srinivas Tircovala
August 7, 2002

2. History
Naticia J. Anderson

3. 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.

4. Demographics
Jacek Dubiel

5. 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

6. 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

7. 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

8. 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%)

9. 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%).

10. 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

11. Survey Results
Srinivas Tircovala

12. 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

13. 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

14. 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

15. The Mole
Vanessa Riddle

16. The Mole
4 players trying to determine the identity of the mole
layers work together to complete physical and mental games
arn money toward a pot of up to one million dollars
he mole is a double agent who tries to sabotage players’
money-making efforts

17. Use of Their Website
Very interactive for users
Can obtain information on the show, past episodes, & rules
Personal bios of the players
Users can participate in on-line quizzes and interactive
challenges
Users can take opinion polls
-- Who will be executed?

18. 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

19. 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

20. Survivor
Matt Snyder

21. 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!

22. 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

23. Which company spent $12 million to sponsor
Survivor, The Australian Outback, premiering
after Super Bowl XXXV?
A.) Anheuser-Busch
B.) General Motors
C.) Visa
D.) Frito-Lay
E.) All of the above

24. 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).

25. 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. GM's package is
similar to this season's 28 30-second slots in the 13 shows.
''The show fits the image we want to project with Aztek,''
Butler says. GM's 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.''

26. "These shows are like Halley's Comet --
They don't come along very often," says
George Schweitzer, executive vice
president of marketing for CBS. "You
want to use them as aggressively as
possible."

27. Type of advertisement during the show and on
the website
• Outwit. Outplay. Outlast. The credo of Survivor.
• Whether you're creating a successful online marketing plan or a
winning strategy for Survivor you'll 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 MarketWatch's Survivor Contest
– IWon.com's Survivor Trivia Challenge
– A souvenir Survivor issue of People magazine
– MirCorp - the winner will travel to Mir

28. Nielsen Ratings
• CBS said the preliminary Nielsen Media Research ratings for
"Survivor: The Australian Outback" might have been even
higher if the Super Bowl's 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.

29. American Idol
Angi Sadrack

30. Where Did American Idol Come From?

31. 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

32. 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

33. The American Idol Website
Finalists Host Info
The Rest Judges corner
Judges corner UK Pop Idol
Surveys Message board
Wireless Fan club
FAQ Show Re-caps

34. The Ford Website
“Ford Focus on American Idol Sweepstakes”
ot interactive
asy to navigate
ne hot button

35. American Idol was associated with what product/
company concerning the Red Room
Sweepstakes 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

36. 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

37. The Sponsors – Ford vs. Coke
ord oke
ommercials ut coke logo glasses complete
with straws in the hands of judges
roduct clip during the show throughout the show
ontest
wnership of the Red Room and
Red Couch
mplementation of an effective
Website
ommercials

38. Commercials
Life 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"

39. Network Struggle Demands New
Strategies
• Business models that haven't 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

40. 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
– Sponsor's 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

41. Can Reality TV develop the staying power
and profitability of hit shows like ER and
Friends?
Only time will tell.

42. Questions

43. Naticia Anderson
Stephanie Ashcraft
Jacek Dubiel
Vanessa Riddle
Angi Sadrack
Matt Snyder
Srinivas Tircovala
August 7, 2002