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Erratic ratings for Survivor
Starcom's initial analysis of Survivor's performance, based on the first four episodes, indicated that while the programme was popular, the actual ratings were lower than the hype suggested. Nine weeks down the line, Melanie Walter, Starcom's media director who has been keeping an eye on the reality show, concludes that the ratings are erratic, with no consistent growth as the programme develops.
"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.
