Presentation is loading. Please wait.

Presentation is loading. Please wait.

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

Similar presentations


Presentation on theme: "Naticia Anderson Stephanie Ashcraft Jacek Dubiel Vanessa Riddle Angi Sadrack Matt Snyder Srinivas Tircovala August 7, 2002."— Presentation transcript:

1 Naticia Anderson 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 Candid Camera was the first reality show which debuted in PBS debuted An American Family, an unsettling, yet fascinating documentary series in PBS debuted An American Family, an unsettling, yet fascinating documentary series in Until CBS recent emergence back to reality TV, Fox had cornered the market. Until CBS recent emergence back to reality TV, Fox had cornered the market. Cops, the longest running reality program, debuted in Cops, the longest running reality program, debuted in Today, top reality programs include Survivor, American Idol, and The Mole. 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 55% of viewers are 35 or older 29% of the audience, are 35 to 49 years old 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 70% of the 18 to 24 year old group watch reality TV 57% of the 25 to 34 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 rather than men are die-hard fans Women make up 64% of regular audience Women make up 64% of regular audience Men surf through reality TV Men surf through reality TV Men make up 55% of occasional audience Men make up 55% of occasional audience

7 Differences between geographic locations 40% of all reality TV viewers are from South 40% of all reality TV viewers are from South 20% of all reality TV viewers are from each remaining region 20% of all reality TV viewers are from each remaining region The audience of reality TV Belongs predominantly to low & middle-income groups Belongs predominantly to low & middle-income groups 58% of watchers earn less than $50,000 annually 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 18 to 34 year olds are primarily interested in conflicts 35 to 54 year olds are primarily interested in strategy 35 to 54 year olds are primarily interested in strategy To guess who will win and who will be eliminated (69%) To guess who will win and who will be eliminated (69%) To see real people in challenging situations (63%) To see real people in challenging situations (63%) To imagine how they would react in a similar situation (42%) 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) To predict the outcome of the shows (72% of 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 physically attractive contestants (31% versus 9%). 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 34% of 18-to-34 year olds visit web sites 27% of 35-to- 54 year olds visit web sites 27% of 35-to- 54 year olds visit web sites 70% visit websites related to their favorite reality shows 70% visit websites related to their favorite reality shows 26% read and post messages on-line 26% read and post messages on-line 22% play Internet games 22% play Internet games

11 Survey Results Srinivas Tircovala

12 Survey Results 70 people were surveyed 70 people were surveyed The respondents were divided into 3 age groups: 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 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 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 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 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 Only 30% of the people who watch reality TV regularly remember the product being advertised

15 The Mole Vanessa Riddle

16 The 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 playersThe mole is a double agent who tries to sabotage players money-making efforts money-making efforts At the end of each episode players are given a quiz on the moles identityAt the end of each episode players are given a quiz on the moles identity

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

18 Use 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 worth question was worth On-line chat rooms On-line chat rooms

19 Advertisements during the Show Neutrogena Neutrogena Oil of Olay Oil of Olay Schick razors Schick razors Taco Bell Taco Bell Nissan Maxima Nissan Maxima Ford Ford Lowes Lowes Ted Koppels talk show Ted Koppels talk show Return From LA Return From LA Widows Widows

20 Survivor Matt Snyder

21 Survivor Survivor caused many people around the world to watch 16 contestants eliminate each other 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 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 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 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! 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: 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: 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 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. 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). 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. 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 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 General Motors. The Pontiac Aztek is sponsoring the show again, brand manager Don Butler says. GM's package is similar to this season's 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. after the final episode. Visa. The card company has ''committed,'' Visa. 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 ''stronger and hopes its product placement is ''stronger and better integrated.'' 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. 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. 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: 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. 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. 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 run, Survivor 3 Africa averaged an 11.8 rating and an 18.0 share. By comparison: During its 2001 run, Survivor 2 averaged a 17.4 rating and a 27.0 share. During its 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 participationElement of audience participation Audience determines the winnerAudience determines the winner Backstage interviewsBackstage interviews Taped vignettes about contestants familiesTaped vignettes about contestants 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

32 Demographics Hit 12 million-viewer mark and delivering the best demo rating for any series this summerHit 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 18-49Rated the top Tuesday night show for eight weeks in adults ages Lead summer demo in total viewersLead summer demo in total viewers Has performed best among young womenHas performed best among young women share among women ages share among female teens

33 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

34 The Ford Website Not interactive Not interactive Easy to navigate Easy to navigate One hot button One hot button Ford Focus on American Idol Sweepstakes

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.) LOreal – Feria color C.) Clear Scrub by Neutrogena D.) Ford Focus E.) None of the above

36 The Coke Website Interactive Interactive Easy to navigate Easy to navigate Hot buttons Hot buttons – The Contest – Inside The Red Room – Hot Topics – Behinds the scenes "Welcome to the Coca-Cola American Idol Experience"

37 The Sponsors – Ford vs. Coke Ford CommercialsCommercials Product clip during the showProduct clip during the show ContestContestCoke Put coke logo glasses complete with straws in the hands of judges throughout the showPut coke logo glasses complete with straws in the hands of judges throughout the show Ownership of the Red Room and Red CouchOwnership of the Red Room and Red Couch Implementation of an effective WebsiteImplementation of an effective Website CommercialsCommercials ContestContest

38 Commercials Products Venus razors by Gillete Venus razors by Gillete Feria hair color by LOreal Feria hair color by LOreal Kotex feminine products Kotex feminine products Ford Focus Ford Focus Premier of "The Pulse" Premier of "The Pulse" Neutrogena Clear Body Scrub Neutrogena Clear Body Scrub Life Style Youth Youth Appearance Appearance Life with out Life with out boundaries boundaries Beauty Beauty Health Health New shows New shows

39 Network Struggle Demands New Strategies Business models that haven't changed for more than 20 years Business models that haven't changed for more than 20 years Competitors penetration of the market Competitors penetration of the market Cable TV Satelite TV TiVoDVDs Saturation of the market Saturation 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 strike 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. 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: 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


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

Similar presentations


Ads by Google