REALITY TV SHOWS DRIVE TRAFFIC TO THE WEB FOR A MULTIMEDIA EXPERIENCE
-- Loyal Viewing Audience is Prime Candidate for Online Marketing Efforts --
REDWOOD CITY, CA -- November 5, 2003 -- Reality TV shows are not only attracting viewers to their television sets but are driving them to the Web as well, according to independent research conducted by Feedback Research (www.feedbackresearch.com
), a division of Claria Corporation, the leader in online behavioral marketing.
Feedback Research analyzed the actual online traffic of Claria's GAIN Network, which includes 38 million users to obtain insight into the most popular Reality TV shows and consumers correlating Web habits. The research group conducted an online survey asking participants about their interest in Reality TV shows such as "Survivor", "Paradise Hotel" and "Extreme Makeover", and also monitored user traffic on top Reality TV-related Web sites from Sept. 10 to Oct. 3, 2003. What Reality TV Shows are the Hottest
The most popular Reality TV shows at the time of the survey were:
"Paradise Hotel" (23%)
"Trading Spaces" (14%)
"Extreme Makeover" (8%)
"Queer Eye for the Straight Guy" (7%)
In addition, "Survivor" was the top-performing Website with 37 % unique visits during the analyzed timeframe (99,618 unique visits) and it's the one most participants expect to air the longest. Where to Reach Reality TV Viewers on the Web
Results also indicated that Reality TV viewers preferred official Web sites such as "Survivor's" page on CBS.com (www.cbs.com/primetime/survivor7
) or "Queer Eye for the Straight Guy's" page on Bravotv.com (www.bravotv.com/Queer_Eye_for_the_Straight_Guy
), with 77% of all Reality TV site traffic. Of the independent Web sites that include information on multiple Reality shows, Fans of Reality TV (www.fansofrealitytv.com) and Real TV Planet (www.realtvplanet.com) were the top performing sites with 60% and 30% of total reality TV Web site traffic, respectively. When to Reach Reality TV Viewers on the Web
For marketers interested in leveraging this active group of consumers, the best time to reach them is right after work before the shows begin, since 78% of all traffic for the top five shows was generated from 6 a.m. to 7 p.m. Reality TV sites were most visited on Wednesdays and Thursdays, with more than 43% of traffic visiting on those days. Thursday was the most popular with 29% of that traffic.
Alternative times to reach these consumers are between the hours of 9 a.m. to 1 p.m., with 31% of participants hitting sites during that time, and between 11 a.m. and 1 p.m. for 19% of respondents.