Not wanting to risk losing reach the the important 18-34 and 18-49 target, major advertisers such as Burger King, Visa, Chrysler, Coke, and Pfizer have placed ads in Fox’s ‘Joe Millionaire’.
ABC is selling reality show package deals too:
ABC is selling advertisers on the concept that reality shows can add reach to their buys. For example, a three-show buy of ABC’s According to Jim, Life With Bonnie and The Bachelorette increases an advertiser’s adults 18-34 reach by 36 percent over a package that includes the first two shows, plus George Lopez and The Practice. “That’s a pretty big deal,” said Mike Shaw, ABC Sales President.
“Reality shows are bringing in more 18-34 viewers, who are light TV viewers and may not usually be watching TV at all,” said one media buyer. That fact isn’t lost on Shaw. “This is a big opportunity for the networks to get these younger viewers to sample some of our other shows,” said the ABC sales chief. “They are tomorrow’s viewers.”
Will the fad continue?
