How Engaged Are Reality Versus Scripted TV Show Viewers?

How Engaged Are Reality Versus Scripted TV Show Viewers?

New Multi-Media Engagement Study on the differences between reality and scripted TV show viewers

New York, N.Y., July 7, 2009 — Underdog Kris Allen claimed the American Idol crown. Helen Philips is the Biggest Loser. Olympic medal winner Shawn Johnson conquered the Dancing With The Stars’ floor. James Thomas is the Survivor. Those on Lost are, well, still lost. And Grey’s Anatomy ...

This past television season was full of suspense and great surprises. But shocking endings and ratings aside, who actually watched these shows? How are the viewers different, or how are they similar? Do they visit the show’s Web site for additional information or a recap of the show, or are they content with what was broadcast?

Experian® SimmonsSM sought answers to these questions in its Multi-Media Engagement Study and National Consumer Study/National Hispanic Consumer Study. A wealth of information was discovered and is presented in the free report. The studies revealed that viewers of scripted programs are more likely than reality viewers to include the shows into their schedule. However, reality program viewers are more likely to chat about what they watched with colleagues, friends and family than scripted program viewers are. Also, fans of reality programs have a high ad attention/receptivity engagement score, which suggests that they are open to viewing/reading advertising on the program because they find it relevant.

In addition, Experian Simmons collaborated with its sister company, Hitwise®, to review how the individual Web sites of the six shows mentioned above performed and ranked during the four weeks leading to the finale.

Download the free report to gain deeper insights into scripted and reality show viewers.

About Experian Simmons
As the oldest and most-respected authority on consumer behavior, Experian Simmons has been the Voice of the American Consumer™ for more than 50 years. Experian Simmons’ studies chronicle everything, from the products consumers buy and the brands they use to their lifestyles, attitudes and media preferences. With more than 60,000 data variables across almost 500 product categories, Experian Simmons’ studies constitute a database of exceptional breadth and depth — providing actionable insights that help clients connect with their most valuable customers. Visit us at

About Experian
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Combining its unique information tools and deep understanding of individuals, markets and economies, Experian partners with organizations around the world to establish and strengthen customer relationships and provide their businesses with competitive advantage.

For consumers, Experian delivers critical information that enables them to make financial and purchasing decisions with greater control and confidence. Clients include organizations from financial services, retail and catalog, telecommunications, utilities, media, insurance, automotive, leisure, e-commerce, manufacturing, property and government sectors.

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Patricia Lao
Experian Simmons
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