Erratic ratings for Survivor

"Although the ratings are higher than those for Extreme Makeover, the previous reality programme in the same time slot, the increase is insignificant," comments Walter.

"It is interesting to note that the current Survivor's ratings are lower than Idols III and Big Brother II. Besides, recording less rating fluctuations than Survivor, both Idols and Big Brother showed audience growth as the series' unfolded, but we are not seeing the same pattern on Survivor."

Initially, Gordon Patterson, MD of Starcom, cautioned marketers to guard against being caught up World Cup type 'spin' and stick to what counts - reality, where customers live.