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27 December 2006
Seoul
Three-Quarters of World’s Consumers Lament “Too Much” Reality TV: ACNielsen
Seoul, December 27, 2006 – Television producers worldwide take note: the wildly popular reign of reality television may be coming to an end.
That’s the finding of a new study by ACNielsen, the world’s leading marketing information provider. In an Internet survey of more than 22,780 consumers in 41 markets, ACNielsen found that 77 percent agreed that there is “too much” reality television on the air today.
Europe, which started the reality television trend with the export of shows such as Pop Idol and Big Brother, has the highest percentage of people (84%) who agree that there is too much reality TV today, compared with 68 percent of people across Asia Pacific which is significantly lower (Figure 1). Greece, Russia and Spain top the world with most people who are likely to be fed up with reality TV. (Figure 2)
“Reality TV has evolved at a different pace around the world. In recent years, it has become more popular in Asia Pacific, but at the outset, was largely dependent on imports from overseas,” said Hugh Kwon, Managing Director of ACNielsen Korea. “The genre’s promise of audience attraction has encouraged the production of domestic reality TV programs which also take into consideration local cultures and increasingly incorporate local celebrities/TV hosts and entertainment elements including interactive games that engage the audience further.”
Of the 41 markets surveyed, Asia holds a rare bright spot in the overall outlook for reality television. Out of the top 10 markets where consumers were least likely to be tired of reality shows, seven hail from Asia (Figure 3). These include China and India, huge markets that are of great interest to advertisers and marketers of consumer packaged goods; and Hong Kong, Japan and Taiwan where TV program production is relatively more developed.
Across Asia Pacific, Malaysia and the Philippines are the only two countries where nine in 10 respondents think there is too much reality TV around.
About the Study
The ACNielsen Online Consumer Confidence Survey is the largest global survey of its kind, which gauges consumers’ confidence levels, spending habits/intentions and current major concerns. The survey, which took place in June 2006 over the Internet, polled 22,781 respondents in 41 markets: Australia, Austria, Belgium, Canada, China, Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Hong Kong, India, Indonesia, Ireland, Italy, Japan, Korea, Latvia, Lithuania, Malaysia, Netherlands, New Zealand, Norway, Philippines, Poland, Portugal, Russia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, Thailand, Turkey, United Kingdom, United States, and Vietnam.
About ACNielsen
ACNielsen, a VNU business, is the world’s leading marketing information provider. Offering services in more than 100 markets, the unit provides measurement and analysis of marketplace dynamics and consumer attitudes and behavior. Clients rely on ACNielsen’s market research, proprietary products, analytical tools and professional service to understand competitive performance, to uncover new opportunities and to raise the profitability of their marketing and sales campaigns. To learn more, visit www.acnielsen.com.
Figure 1
Figure 2: Top Ten Markets for Reality TV “Fatigue”
Figure 3: Top Ten and Bottom Ten Markets for Reality TV “Fatigue”
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