2. THE RISE OF REALITY TV
• First attempts of reality TV in the 1990’s
were failures
• Very little interaction with the TV show
• American Idol: received 20 million
calls/texts per episode
• People who watch reality TV get involved
with the show

3. ADVERTISING
• Perfect Situation for advertisers- More
involved= more time watching
commercials
• Brand loyalty
• Easy target audience
• Heavy product placement
• http://www.youtube.com/watch?v=wWO
HtjiVuXw

4. IDENTIFYING WITH BRANDS
• There is a reality show for everyone
• “From time to time, networks reprioritize certain
segments of their audience, and the result is a
shift in program strategies to more fully reflect
those tastes”
• Rural to Urban viewers in the early 90’s
(sitcoms)
• Quality of viewers rather than quantity
• Brand reputations

5. A NEW AGE OF ADVERTISING
• Reality TV is “demanding a new approach to connect with
audiences”
• Brand extension- “Coca-Cola sees itself less as a soft
drink bottler and more as an entertainment company that
actively shapes and sponsors sporting events, concerts,
movies, and television series.”
• Creating emotional ties to brands
• A small number of customers make purchase decisions
based purely on rational criteria
• http://www.youtube.com/watch?v=BsELtNKz8R4

6. BRAND LOYALTY
• American Idol winners/ contestants record
sales
• Fans feel emotion attachment to the
person/brand
• 80/20 rule- 80% of products are purchased by
20% of consumer base.
• http://www.youtube.com/watch?v=KxTTLDORCqA

7. ZAPPERS, CASUALS AND LOYALS
Zappers- people who skip from channel to
channel
Loyals- people who watch the show no matter
what
Casuals- fall somewhere in the middle
• There is a constant battle to turn an individual
from a zapper to a casual to a Loyal

8. CONTESTING THE VOTE
• Viewers expect obnoxious
advertising in reality TV
• When is it too much?
• Voting scandals and controversy
• Backlash on advertisers

9. LOOKING DEEPER: AMERICAN IDOL SCANDAL
• Only 134,400 votes out of 24 million separated runner-up Clay Aiken and
winner Ruben Studdard.
• A spokesman for the show says Seacrest is not to blame. The first
incorrect figure — 13,000 — was displayed on the teleprompter. The
second — 1,335 — was written on a card given to Seacrest.
• Many people received busy signals during the final three hours of
voting on Tuesday, causing some to suspect that, in shades of the 2000
Bush vs. Gore presidential contest, the lost votes might have produced
a different result.
• Major cell phone carries such as Verizon and AT&T were flooded with
complaints
-USA Today

10. IDENTIFY THE ADVERTISER

11. WHO ADVERTISES
Jersey Shore- Pregnancy Tests, Drama Movies, Weight Loss Supplements
American Chopper- Tool companies, Harley Davidson, Pickup Trucks
Chopped- Restaurants, Cooking equipment, Vacation Services
Mob Wives- Candy, Diet Services
Buck Wild- Underwear, Drama Movies, Credit Cards
Ink Masters- Fast food, Action Movies, Shaving Utensils