MediaVest's VP, associate director of digital media and innovation looks at the Fox phenomena and how marketers can leverage its success online.
I'm just as much of an online and emerging media evangelist as any iMedia Connection reader. I'm also a cautiously optimistic realist, and a self-proclaimed, long-time fan of reality TV-- dating back to the first "Real World." Last night's "American Idol" finale demonstrated how the right programming formula can serve to breakthrough the clutter to engage the consumer. Here is my top 10 list on how "American Idol" continues to keep consumers glued to the television, and how digital and emerging media fit into the equation.
1. TiVo proof
"American Idol's" live shows are far less vulnerable to commercial zapping. There's a sense of inclusion derived from being a part of the live viewing experience, not to mention a bank load of social currency that comes with viewership. Competing networks have applied a similar strategy by featuring special live episodes like the "Apprentice" finale and the widely acclaimed "West Wing" live-debate episode.
2. Personalities persevere
This factor falls outside the digital realm, but it's clearly a reason why "American Idol" continues to draw in a huge audience. Whether you love them or hate them, the holy trinity of Randy, Paula and Simon mesmerize viewers. Idol fans just can't wait to hear the harsh criticism Simon has in store for the aspiring talent. Let's not forget about the contestants who also make for some good TV, ranging from the ultra popular Kelly Clarkson to the disillusioned William Hung and other average Joes like him.
3. Water cooler worthy
Not only is it impossible to avoid hearing someone in the office talking about "American Idol," now the water cooler chats extend to the virtual world. Idol fans are among the most vocal across message boards, instant messaging and a long list of blogs. Within minutes of Chris Daugherty being voted off, message boards instantly lit up with passionate fans crying foul and demanding a recount. The day following the upset, searches on Chris Daugherty increased by over 500 percent on the Yahoo! Buzz Index. Had one of the presenting Idol sponsors anticipated this, they could have invested paid search dollars against his name and captured a strong mindshare.
4. Viewer participation
"American Idol" has a knack for delivering a participatory viewer. More than 40 million votes were registered through the 1-800 numbers and through Cingular text messages. I'd venture a guess that for many viewers text messaging into Idol, it was the first text message they ever sent. Audiences feel that their vote matters and enjoy influencing the outcome of the show. This active audience has continued to support their favorite contestants on the new VH1 Vspot Top 20 Countdown where fans have voted former Idols Kelly Clarkson and Bo Bice as top artists of the week.
5. Prettier pictures
High definition, flat screen TVs make it easier for us to fall in love again with television. True, broadband video players are getting better, but most consumers still prefer to watch their long-form content on the big screen while sitting back on their comfy couch. Where broadband video can come into play is by providing fans with shorter form highlights or behind-the-scenes footage. Fox currently features the Ford music videos featuring the cast on the official site, allowing Ford to get some extra mileage out of their branded entertainment investment.
6. Second and third screen extensions
"American Idol" has many digital extensions for avid fans to choose from, whether it's on Idolonfox.com, contestant MySpace pages or across the long list of other fan sites. It's also inevitable that you'll someday be able to watch Idol on your video iPod. Through the Cingular partnership, Idol offers fans downloadable ring tones and a mobile trivia game as well.
7. The numbers don't lie
More than 28 million people literally stop what they're doing and tune in every week to watch "American Idol." CNBC reported last year that eBay traffic plummets when Idol is on.
8. Hit-making machine
"American Idol" has a resounding impact on pop culture. The show produced a bona fide Grammy winning star and helped to launch several successful music careers. Former Idols also command a strong showing on the iTunes top download charts. Advertisers could begin to think about sponsoring these downloads versus having the consumer pay 99 cents.
9. Mass (targeted) appeal
Idol has the unique ability to cater to specific demos by employing tactics like country music night or by inserting Barry Manilow into the equation. Certain audiences will embrace the girl who belts out Whitney Houston tunes, while other demos will flock to the guy who reminds them of Usher. Few shows can appeal to so many audiences in the way that "American Idol" does.
10. Family-friendly, reality-based programming
A rare find! As a genre, reality TV often focuses on the behind-the-scenes drama of its contestants-- the fights, the backstabbing and the hooking up take center stage to any competition elements. "American Idol" stays true to its mission of showcasing talent and keeps it clean, delivering must-see TV for the whole family.
"American Idol" stands out in a media world full of endless choices and successfully reaches a consumer who is fully in control. Idol leverages multiple contact points to keep viewers captivated including online, broadband video, word of mouth and mobile platforms. While TV continues to evolve, "American Idol" serves us a shining example of how smart networks, producers and advertisers have found ways to keep the consumer engaged.