Inside Entertainment: Quick Take 2022 Issue 3

Reality TV: Real Moments Deliver Real Brand Value

ben digital issue

Viewers are tuning in to reality television shows in record numbers. As a result, streamers have embraced the format to engage subscribers with timely content that drives regular tune-in. The popular genre is proving to be a go-to content offering for platforms and channels due to its fast production times and broad appeal. 90% of viewers report that they now watch at least one reality franchise and 78% of those viewers report watching all or most of the episodes of their favorites. Brands looking to create real connection with consumers in a relatively short amount of time now have an opportunity to align with some of TVs most popular personalities to create buzzworthy moments. Writers and producers are looking for ways to show their stars engaging with the world around them by creating opportunities for brands to be a part of hands-on storytelling that also makes brands the star of the show.

frequency of watching favorite reality shows

90%

of viewers watch at least one reality show

78%

of reality TV viewers watch most or all of the episodes
Source: BEN Consumer Research, February 2022

Reality TV has also proved its value in creating lasting interest in its characters and storylines. Spin-offs and follow-up series maintain engagement with fans eager to keep up with the lives of familiar favorites and to meet new personalities. 77% of reality show viewers watch spin-off and follow-ups of their favorite series.

For brands looking to align with some of today’s most popular characters and story lines, the opportunity is clear. Getting inside the content with product placement drives consumer connection and action. Nearly half of viewers have taken action after seeing a brand or product featured in a show. Meanwhile, trying to advertise during interruptions misses your audience. More than half of viewers tune out this messaging only watching some, few, or none of the commercials.

Reality producers are looking for every way possible to bring out the personality of their stars. They are interested in creating opportunities to feature their contestants engaging with brands in ways that put your product and their characters in relatable and memorable situations. Marketers looking for ways to deepen relationships with customers and drive purchase intent need to look to this content for some of today’s best results.

— Mae Rodriguez
Director, Brand Integration

franchises retain viewers

77%

of reality show viewers watch spin-offs and follow-ups of their favorite series

be the entertainment

Nearly half

took action after seeing a brand or product featured in a reality show

52%

of viewers only watch some, few, or none of the commercials
Source: BEN Consumer Research, February 2022

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