Naticia Anderson Stephanie Ashcraft Jacek Dubiel Vanessa Riddle Angi Sadrack Matt Snyder Srinivas...

Naticia AndersonNaticia Anderson

Stephanie AshcraftStephanie Ashcraft

Jacek DubielJacek Dubiel

Vanessa RiddleVanessa Riddle

Angi SadrackAngi Sadrack

Matt SnyderMatt Snyder

Srinivas TircovalaSrinivas Tircovala

August 7, 2002August 7, 2002

HistoryHistory

Naticia J. AndersonNaticia J. Anderson

HistoryHistory• Candid Camera was the first reality show which Candid Camera was the first reality show which

debuted in 1948.debuted in 1948.

• PBS debuted An American Family, an unsettling, yet PBS debuted An American Family, an unsettling, yet fascinating documentary series in 1973.fascinating documentary series in 1973.

• Until CBS’ recent emergence back to reality TV, Fox Until CBS’ recent emergence back to reality TV, Fox had cornered the market.had cornered the market.

• Cops, the longest running reality program, debuted in Cops, the longest running reality program, debuted in 1989.1989.

• Today, top reality programs include Survivor, Today, top reality programs include Survivor, American Idol, and The Mole.American Idol, and The Mole.

DemographicsDemographics


It is not just teenagers who are the die-hard fansIt is not just teenagers who are the die-hard fans • 55% of viewers are 35 or older55% of viewers are 35 or older

• 29% of the audience, are 35 to 49 years old29% of the audience, are 35 to 49 years old

Young audience is most likely to tune inYoung audience is most likely to tune in

• 70% of the 18 to 24 year old group watch reality TV70% of the 18 to 24 year old group watch reality TV

• 57% of the 25 to 34 year old group watch reality TV57% of the 25 to 34 year old group watch reality TV

The habits of male and female The habits of male and female audiences slightly differaudiences slightly differ

• Women rather than men are die-hard fansWomen rather than men are die-hard fans• Women make up 64% of regular audienceWomen make up 64% of regular audience• Men surf through reality TVMen surf through reality TV• Men make up 55% of occasional audienceMen make up 55% of occasional audience

Differences between geographic locationsDifferences between geographic locations

• 40% of all reality TV viewers are from South40% of all reality TV viewers are from South

• 20% of all reality TV viewers are from each 20% of all reality TV viewers are from each remaining regionremaining region

The audience of reality TVThe audience of reality TV

• Belongs predominantly to low & middle-income groupsBelongs predominantly to low & middle-income groups

• 58% of watchers earn less than $50,000 annually58% of watchers earn less than $50,000 annually

Why people watch reality programsWhy people watch reality programs

• 18 to 34 year olds are primarily interested in conflicts18 to 34 year olds are primarily interested in conflicts• 35 to 54 year olds are primarily interested in strategy35 to 54 year olds are primarily interested in strategy• To guess who will win and who will be eliminated To guess who will win and who will be eliminated

(69%)(69%) • To see real people in challenging situations (63%)To see real people in challenging situations (63%) • To To imagine how they would react in a similar imagine how they would react in a similar

situationsituation (42%) (42%)

Why women and men watch Why women and men watch Reality TVReality TV

• To predict the outcome of the shows (72% of To predict the outcome of the shows (72% of women viewers)women viewers)

• Men watch for “physically attractive contestants”Men watch for “physically attractive contestants”

• Men are 3 times more often drawn to the shows for Men are 3 times more often drawn to the shows for “physically attractive contestants” (31% versus 9%). “physically attractive contestants” (31% versus 9%).

Interactivity of realityInteractivity of reality

• 34% of 18-to-34 year olds visit web sites34% of 18-to-34 year olds visit web sites

• 27% of 35-to- 54 year olds27% of 35-to- 54 year olds visit web sitesvisit web sites

• 70% visit websites related to their favorite 70% visit websites related to their favorite reality showsreality shows

• 26% read and post messages on-line26% read and post messages on-line

• 22% play Internet games22% play Internet games

Survey ResultsSurvey Results


Survey ResultsSurvey Results• 70 people were surveyed70 people were surveyed

• The respondents were divided into 3 The respondents were divided into 3 age groups: age groups:

– 18 to 30 years 18 to 30 years – 31 to 40 years 31 to 40 years – above 41 yearsabove 41 years


• In the 18 to 30 year age group, 45% were men In the 18 to 30 year age group, 45% were men and 55% were womenand 55% were women

– 57% of the men in this group watch reality TV57% of the men in this group watch reality TV– 71% of the women watch reality TV71% of the women watch reality TV

• In the 31 to 40 year age group, 71% were men In the 31 to 40 year age group, 71% were men and 29% were womenand 29% were women



• In the above 41 year group, 40% were men and 60% In the above 41 year group, 40% were men and 60% were womenwere women


• Survivor is the most watched show among men Survivor is the most watched show among men whereas Trading Spaces is the most watched show whereas Trading Spaces is the most watched show among womenamong women

• Only 30% of the people who watch reality TV Only 30% of the people who watch reality TV regularly remember the product being advertisedregularly remember the product being advertised

The MoleThe Mole


The MoleThe Mole

•14 players trying to determine the identity of the mole14 players trying to determine the identity of the mole

•Players work together to complete physical and mental gamesPlayers work together to complete physical and mental games

•Earn money toward a pot of up to one million dollarsEarn money toward a pot of up to one million dollars

•The mole is a double agent who tries to sabotage players’ The mole is a double agent who tries to sabotage players’ money-making effortsmoney-making efforts

•At the end of each episode players are given a quiz on the At the end of each episode players are given a quiz on the mole’s identitymole’s identity

Use of Their WebsiteUse of Their Website • Very interactive for usersVery interactive for users• Can obtain information on the show, past episodes, & rulesCan obtain information on the show, past episodes, & rules• Personal bios of the playersPersonal bios of the players• Users can participate in on-line quizzes and interactive Users can participate in on-line quizzes and interactive challengeschallenges• Users can take opinion pollsUsers can take opinion polls

-- Who will be executed?-- Who will be executed?-- -- Who is the mole?Who is the mole?-- Who will the winner be?-- Who will the winner be?

•Live videosLive videos-- Execution videos-- Execution videos-- Challenge videos-- Challenge videos

Use of Their WebsiteUse of Their Website

• Can view the current account balance status as well Can view the current account balance status as well as more detailed information such as how much each as more detailed information such as how much each question was worthquestion was worth

• On-line chat roomsOn-line chat rooms

Advertisements during the ShowAdvertisements during the Show

• NeutrogenaNeutrogena• Oil of OlayOil of Olay• Schick razorsSchick razors• Taco BellTaco Bell• Nissan MaximaNissan Maxima• FordFord• Lowe’sLowe’s• Ted Koppel’s talk showTed Koppel’s talk show• Return From LAReturn From LA• WidowsWidows

SurvivorSurvivor


SurvivorSurvivor • Survivor caused many people around the world to watch 16 Survivor caused many people around the world to watch 16

contestants eliminate each othercontestants eliminate each other

• The contestants are deprived of basic comforts, exposed to the The contestants are deprived of basic comforts, exposed to the harsh natural elements, and their fate is at the mercy of strangersharsh natural elements, and their fate is at the mercy of strangers

• For 39 days, 16 contestants were forced to band together and For 39 days, 16 contestants were forced to band together and carve out a new existence without any conveniences of the carve out a new existence without any conveniences of the modern worldmodern world

• The survivors formed their own cooperative society and The survivors formed their own cooperative society and participated in contestsparticipated in contests

• The seven most recently eliminated contestants return to form the The seven most recently eliminated contestants return to form the final tribal council and determine the final survivor, the winner of final tribal council and determine the final survivor, the winner of $1,000,000!$1,000,000!

Use of Their WebsiteUse of Their Website• The Survivor show website was excellent. It had:The Survivor show website was excellent. It had:

– a ton of informationa ton of information– interesting linksinteresting links– interactive pollinginteractive polling– videos to watchvideos to watch– background theme music from the showbackground theme music from the show– links to the actual sweepstakeslinks to the actual sweepstakes

• Overall, the sites were:Overall, the sites were:– very informativevery informative

– very interactivevery interactive

– a lot of funa lot of fun

– very easy to usevery easy to use

Which company spent $12 million to sponsor Which company spent $12 million to sponsor Survivor, The Australian Outback, premiering Survivor, The Australian Outback, premiering

after Super Bowl XXXV?after Super Bowl XXXV?

A.) Anheuser-BuschA.) Anheuser-Busch

B.) General MotorsB.) General Motors

C.) Visa C.) Visa

D.) Frito-Lay D.) Frito-Lay

E.) All of the aboveE.) All of the above

Type of advertisement during the show Type of advertisement during the show and on the websiteand on the website

• Advertisers paid big bucks to be part of SurvivorAdvertisers paid big bucks to be part of Survivor

• Anheuser-Busch, General Motors, Visa and Frito-Lay Anheuser-Busch, General Motors, Visa and Frito-Lay paid roughly $12 million each to sponsor Survivor: paid roughly $12 million each to sponsor Survivor: The Australian Outback, premiering after Super Bowl The Australian Outback, premiering after Super Bowl XXXV.XXXV.

• It works out to more than $450,000 per 30-second It works out to more than $450,000 per 30-second ad, in a league with such top-priced series as Friends ad, in a league with such top-priced series as Friends (about $500,000) and Monday Night Football (more (about $500,000) and Monday Night Football (more than $400,000).than $400,000).

Type of advertisement during the show and on Type of advertisement during the show and on the websitethe website

• Anheuser-Busch.Anheuser-Busch. The beer baron was ''pleasantly surprised with the The beer baron was ''pleasantly surprised with the ratings,'' says Tony Ponturo, head of corporate media and sports ratings,'' says Tony Ponturo, head of corporate media and sports marketing. A-B got great product placement when Kelly Wiglesworth marketing. A-B got great product placement when Kelly Wiglesworth won a night out swigging Bud Light with host Jeff Probst.won a night out swigging Bud Light with host Jeff Probst.

• General Motors.General Motors. The Pontiac Aztek is sponsoring the show again, The Pontiac Aztek is sponsoring the show again, brand manager Don Butler says. GM's package is similar to this 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 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: we want to project with Aztek,'' Butler says. GM's placement coup: Million-dollar winner Richard Hatch drove off in an Aztek Million-dollar winner Richard Hatch drove off in an Aztek

after the final episode. after the final episode.

• Visa.Visa. The card company has ''committed,'' The card company has ''committed,'' says Liz Silver, vice president of advertising,says Liz Silver, vice president of advertising, and hopes its product placement is ''strongerand hopes its product placement is ''stronger and better integrated.'' and better integrated.''

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

Type of advertisement during the show and on Type of advertisement during the show and on the websitethe website

• Outwit. Outplay. Outlast. The credo of Survivor.Outwit. Outplay. Outlast. The credo of Survivor.

• Whether you're creating a successful online marketing plan or a Whether you're creating a successful online marketing plan or a winning strategy for Survivor you'll need to assess your strengths, winning strategy for Survivor you'll need to assess your strengths, weaknesses, and capabilities, critically size up your competitors, weaknesses, and capabilities, critically size up your competitors, and carefully strategize to determine the most effective game plan. and carefully strategize to determine the most effective game plan.

• Promotions and tie-ins include:Promotions and tie-ins include:

– Licensing dealsLicensing deals– Products at CBS' Online Store Products at CBS' Online Store – CBS MarketWatch's Survivor Contest CBS MarketWatch's Survivor Contest – IWon.com's Survivor Trivia Challenge IWon.com's Survivor Trivia Challenge – A souvenir Survivor issue of People magazineA souvenir Survivor issue of People magazine– MirCorp - the winner will travel to MirMirCorp - the winner will travel to Mir

Nielsen RatingsNielsen Ratings

• CBS said the preliminary Nielsen Media Research ratings for CBS said the preliminary Nielsen Media Research ratings for "Survivor: The Australian Outback" might have been even "Survivor: The Australian Outback" might have been even higher if the Super Bowl's second half had been more higher if the Super Bowl's second half had been more competitive and the "reality" show had started earlier than 9:17 competitive and the "reality" show had started earlier than 9:17 p.m. p.m.

• Still, overnight ratings counted 42 million viewers. The only Still, overnight ratings counted 42 million viewers. The only show to do better after the Super Bowl in the last 20 years was 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 the 1996 episode of "Friends" that drew just under 53 million viewers.viewers.

• By comparison: During its 2001 run, Survivor 2 averaged a 17.4 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 rating and a 27.0 share. During its 2001-2002 run, Survivor 3 Africa averaged an 11.8 rating and an 18.0 share.Africa averaged an 11.8 rating and an 18.0 share.

American IdolAmerican Idol


Where Did American Idol Come From?Where Did American Idol Come From?

Key DifferentiatorsKey Differentiators

• Element of audience participationElement of audience participation• Audience determines the winnerAudience determines the winner• Backstage interviewsBackstage interviews• Taped vignettes about contestant’s familiesTaped vignettes about contestant’s families• Judges assessments ranging from polite to scathingJudges assessments ranging from polite to scathing• Heated exchanges among the three judgesHeated exchanges among the three judges• Interactive websiteInteractive website• Extensive sponsorshipExtensive sponsorship• Mass appeal & appropriate for family viewingMass appeal & appropriate for family viewing

DemographicsDemographics

• Hit 12 million-viewer mark and delivering the best demo rating Hit 12 million-viewer mark and delivering the best demo rating for any series this summerfor any series this summer

• Rated the top Tuesday night show for eight weeks in adults Rated the top Tuesday night show for eight weeks in adults ages 18-49ages 18-49

• Lead summer demo in total viewersLead summer demo in total viewers

• Has performed best among young women Has performed best among young women

-- 24 share among women ages 18-34 -- 24 share among women ages 18-34

-- 25 share among female teens -- 25 share among female teens

The American Idol WebsiteThe American Idol Website

· · FinalistsFinalists

· · The RestThe Rest

· · Judges cornerJudges corner

· · SurveysSurveys

· · WirelessWireless

· · FAQFAQ

· · Site mapSite map

· · Contest linksContest links

· · Host InfoHost Info

· · Judges corner Judges corner

· · UK Pop IdolUK Pop Idol

· · Message boardMessage board

· · Fan clubFan club

· · Show Re-capsShow Re-caps

The Ford WebsiteThe Ford Website

• Not interactiveNot interactive• Easy to navigateEasy to navigate• One hot buttonOne hot button

““Ford Focus on American Idol Sweepstakes”Ford Focus on American Idol Sweepstakes”

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

Sweepstakes in which one can win a seat on the Sweepstakes in which one can win a seat on the red couch and experience the set for red couch and experience the set for

themselves?themselves?

A.) Coca-ColaA.) Coca-Cola

B.) L’Oreal – Feria colorB.) L’Oreal – Feria color

C.) Clear Scrub by NeutrogenaC.) Clear Scrub by Neutrogena

D.) Ford Focus D.) Ford Focus

E.) None of the aboveE.) None of the above

The Coke WebsiteThe Coke Website

• InteractiveInteractive• Easy to navigateEasy to navigate• Hot buttonsHot buttons

– The ContestThe Contest– Inside The Red RoomInside The Red Room– Hot TopicsHot Topics– Behinds the scenesBehinds the scenes

"Welcome to the Coca-Cola American Idol "Welcome to the Coca-Cola American Idol Experience"Experience"

The Sponsors – Ford vs. CokeThe Sponsors – Ford vs. CokeFordFord

•CommercialsCommercials

•Product clip during the showProduct clip during the show

•ContestContest

CokeCoke

•Put coke logo glasses complete Put coke logo glasses complete with straws in the hands of judges with straws in the hands of judges throughout the showthroughout the show

•Ownership of the Red Room and Ownership of the Red Room and Red CouchRed Couch

•Implementation of an effective Implementation of an effective WebsiteWebsite

•CommercialsCommercials

•ContestContest

CommercialsCommercials

Products Products • Venus razors by GilleteVenus razors by Gillete• Feria hair color by L’OrealFeria hair color by L’Oreal• Kotex feminine productsKotex feminine products• Ford FocusFord Focus• Premier of "The Pulse"Premier of "The Pulse" • Neutrogena Clear Body Neutrogena Clear Body

ScrubScrub

Life StyleLife Style• YouthYouth• AppearanceAppearance• Life with outLife with out

boundariesboundaries• Beauty Beauty • Health Health • New showsNew shows

Network Struggle Demands New Network Struggle Demands New

StrategiesStrategies • Business models that haven't changed for more than 20 years Business models that haven't changed for more than 20 years

• Competitor’s penetration of the market Competitor’s penetration of the market

Cable TVCable TV

Satelite TVSatelite TV

TiVoTiVo

DVDs DVDs

• Saturation of the marketSaturation of the market

• Global Market with overseas producers opting to make their Global Market with overseas producers opting to make their

own versions of hit shows. own versions of hit shows.

• Actors and writers salaries / threat of strikeActors and writers salaries / threat of strike

Solutions Exhibited by Reality TV Solutions Exhibited by Reality TV ProgramsPrograms

• Networks recognize a need for dramatic change Networks recognize a need for dramatic change strategically, creatively and financially. strategically, creatively and financially.

– Studios, networks and profit participants are negotiating deals that Studios, networks and profit participants are negotiating deals that maximize the value of a show while it is hot maximize the value of a show while it is hot

– Multiple airings through video-on-demand or collections of episodes on Multiple airings through video-on-demand or collections of episodes on DVD and/or video DVD and/or video

– Sponsor's are weaving their wares into the very fabric of programs Sponsor's are weaving their wares into the very fabric of programs

– Innovative deals with advertisersInnovative deals with advertisers

• Reality TVReality TV Shows can: Shows can: – Bring costs under control Bring costs under control – Balance the affects of cheap and expensive showsBalance the affects of cheap and expensive shows– Maximize the value of a given episode rather than the entire season of Maximize the value of a given episode rather than the entire season of

a showa show– Address the changing environmentAddress the changing environment

Can Reality TV develop the staying power Can Reality TV develop the staying power and profitability of hit shows like ER and and profitability of hit shows like ER and

Friends?Friends?

Only time will tell. Only time will tell.

QuestionsQuestions

Naticia AndersonNaticia Anderson

Stephanie AshcraftStephanie Ashcraft






August 7, 2002August 7, 2002

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