Naticia Anderson

1
Naticia Anderson Stephanie Ashcraft Jacek Dubiel
Vanessa Riddle Angi Sadrack Matt Snyder Sri
nivas Tircovala
August 7, 2002
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History Naticia J. Anderson
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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.

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Demographics Jacek Dubiel
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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 w
atch reality TV
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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

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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 a
nnually
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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)
  

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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).
  

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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

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Survey Results Srinivas Tircovala
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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

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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

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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

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The Mole Vanessa Riddle
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The Mole
14 players trying to determine the identity of
the mole Players work together to complete phys
ical and mental games Earn money toward a pot o
f up to one million dollars The mole is a doubl
e agent who tries to sabotage players
money-making efforts At the end of each episo
de players are given a quiz on the moles
identity
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Use of Their Website
Very interactive for users Can obtain informati
on on the show, past episodes, rules
Personal bios of the players Users can particip
ate in on-line quizzes and interactive
challenges  Users can take opinion polls --
Who will be executed? -- Who is the mole? --
Who will the winner be? Live videos -- Executio
n videos -- Challenge videos
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Use of Their Website
Can view the current account balance status as
well as more detailed information such as h
ow much each question was worth On-line
chat rooms
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Advertisements during the Show
Neutrogena Oil of Olay Schick razors Ta
co Bell Nissan Maxima Ford Lowes Ted
Koppels talk show
Return From LA Widows
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Survivor Matt Snyder
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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!

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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

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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
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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).

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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.''

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• "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."

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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 is
sue of People magazine MirCorp - the winner will
travel to Mir
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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 917 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.

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American Idol Angi Sadrack
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Where Did American Idol Come From?
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Key Differentiators

• Element of audience participation
• Audience determines the winner
• Backstage interviews
• Taped vignettes about contestants families
• Judges assessments ranging from polite to
  scathing
  
• Heated exchanges among the three judges
• Interactive website
• Extensive sponsorship
• Mass appeal appropriate for family viewing

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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

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The American Idol Website

•         Finalists
•         The Rest
•         Judges corner
•         Surveys
•         Wireless
•         FAQ
•         Site map
•         Contest links

•        Host Info
•         Judges corner
•         UK Pop Idol
•         Message board
•         Fan club
•        Show Re-caps

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The Ford Website
       
Ford Focus on American Idol Sweepstakes

• Not interactive
• Easy to navigate
• One hot button

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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.) LOreal Feria color
C.) Clear Scrub by Neutrogena
D.) Ford Focus

E.) None of the above
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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

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The Sponsors Ford vs. Coke
Ford Commercials Product clip during the show C
ontest

Coke Put coke logo glasses complete with straws i
n the hands of judges throughout the show
Ownership of the Red Room and Red Couch
Implementation of an effective Website
Commercials Contest
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Commercials

• Products
• Venus razors by Gillete
• Feria hair color by LOreal
• Kotex feminine products
• Ford Focus
• Premier of "The Pulse"
• Neutrogena Clear Body Scrub

• Life Style
• Youth
• Appearance
• Life with out
• boundaries
• Beauty
• Health
• New shows

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Network Struggle Demands New Strategies
Business models that haven't changed for more
than 20 years Competitors penetration of the
market Cable TV Satelite TV TiVo DVDs Sa
turation of the market Global Market with overs
eas producers opting to make their
own versions of hit shows.
Actors and writers salaries / threat of strike
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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

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

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Questions
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Naticia Anderson Stephanie Ashcraft Jacek Dubiel
Vanessa Riddle Angi Sadrack Matt Snyder Sri
nivas Tircovala
August 7, 2002