Reality and Competition shows are relatable and engaging as viewers live through participants’ experiences. Unscripted content provides viewers with a sense that they really know the people they see on the screen. This allows them to form emotional connections and build personal relationships. This creates close knit fandom and allows viewers to follow off the screen. There is a halo effect with advertising as the engagement for the content carries over to advertising brands.
NBCU dominates the Unscripted space…
4.6B
hours of NBCU unscripted content watched in a year
(FY 2022)
…with highly engaged viewers…
+14%
emotional engagement
vs. competitive TV norm.
…and creating a real halo effect for advertising
97%
as more emotionally engaging as the unscripted content itself
Top advertised categories that resonate best with NBCU unscripted programming viewers…
121
index auto
121
index QSR/restaurant
117
index telecom
vs. competitive TV norm.
…with higher advertising investments delivering stronger emotional engagement…
+17%
higher emotional engagement for custom elements
+24%
higher emotional engagement for in-show integrations
vs. competitive TV norm.
…leading to higher brand KPIs.
+117%
brand recall for NBCU unscripted in-show integrations vs. TV norm
+91%
seamless fit for NBCU unscripted in-show integrations vs. TV norm
+60%
brand opinion for NBCU unscripted custom elements vs. TV norm
Interested in learning more about the relatability of NBCU’s unscripted content?
Source:
- All Other Emotional Engagement data: MindProber Biometrics Data. P18+. Data based on the following measured programming: American Song Contest S1, America’s Got Talent S17, Project Runway S19, Top Chef S19, 2022 National Dog Show, Traitors S1, The Voice S22 and Top Chef VIP S1. Emotional Engagement based on Galvanic Skin Response. Competitive norm is based on non-NBCU long-form content in the US and UK.
- Unscripted (Reality/Competition) Consumption: Linear – Nielsen, 2020-2022, Cable Status VMPVD=No, Total Day, 13 NBCU Nets, HH, Live+7; Digital – DAVD, 2020-2022, ODV properties, ex Peacock platform; Peacock – PAVO, 4/2020-12/31/22, ex Peacock Premium+ (4/2020-3/31/22).
- KPI Lifts: PMI MarketCast Brand Effect Data. Hybrids 03/09/2022 – 03/08/2023 P18+, compared to the competitive genre TV Average = All networks within PMI coverage + reality-competition, excluding NBCU networks