Season after season, the hit show American Idol shatters its own record of fans texting and calling in to vote for their favorite contestants. In the third season, the show received 360 million votes. And in the first three weeks of the current season, the votes have already surpassed 120 million. A chorus of in-your-face marketing, online brand extensions and plenty of enthusiasm from fans all combine for star-studded success.
“The magic behind this is that fans are involved in the show,” said Jason Turner, director of interactive at FremantleMedia North America, Inc., the show’s co-producer. “They are not a passive audience. The fans choose the ending of the show, which is why it is a success year after year. They are the show.”
To keep viewers engaged, American Idol continues to enhance Idolonfox.com. There, viewers can access show recaps, see video clips and obtain everything American Idol. The site is one of the most visited in the world, according to the number of hits, Turner said. It has received more than 130 million page views and more than 8 million unique visitors this season, he added.
According to Nielsen//NetRatings, the American Idol Web site captured its largest at-home audience during the sixth week of competition of the fourth season since 2002, with 463,000 unique visitors for the week ending Feb. 27. At the same period in 2004, Nielsen//NetRatings reported 398,000 unique visitors.
Text messaging continues to play a major factor in the show’s popularity.
“One can make the argument that American Idol launched text messaging to America,” Turner said. “Now people use it to communicate. They use it in their daily lives. It’s a huge part of why we are successful.”
Fans can vote for America’s next superstar via a toll-free number or sending a text message through Cingular Wireless. The cell phone operator now has 50 million subscribers—a result of its merger with AT&T Wireless last year.
Viewers are using their cell phone for more than just voting, Cingular Wireless offers subscribers a chance to join the Idol Wireless Fan Club. Through the club, fans receive weekly show updates, ringtones, trivia and behind-the-scenes pictures sent to their phone.
In addition, Cingular subscribers can get closer to their favorite contestants by participating in American Idol text groups and chats sessions with the show’s contestants, Turner said.
“It’s a like community sharing the same interests,” he said.
The show targets viewers ages 13 to 54.
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| Fans can extend their American Idol experience via the American Idol online messenger |
To further extend the brand, viewers can connect with their friends with the
American Idol experience messenger, just launched last month at
American-IdolMessenger.com. The messenger gives fans licensed photos, videos and contests in an exclusive
American Idol community.
“The object is to extend the brand off air to the captive audience,” Turner said. “Our brand is consistently in front of the consumer’s face.”
American Idol’s online popularity jumped 16% in the sixth week this season, compared to the sixth week in 2004. The Web site soared 75% compared to the same week from the first season in 2002, according to Nielsen//NetRatings.
Sponsors of the show are furthering the brand with a sweepstakes touting
American Idol-related prizes. Cingular Wireless is sponsoring a sweepstakes, offering fans a chance to win $50,000 in cash or a trip to see the
American Idol finale in Los Angeles in May. Every text, picture or instant message sent counts as an entry. The sweepstakes runs through May 31.
Ford is sponsoring a video casting call, inviting consumers to make their own music video for a chance to win a Ford Focus, a trip to see the season finale and a walk-on role in a music video featuring
American Idol contestants and $500 in cash. The sweepstakes runs through March 28.
When
American Idol first hit the airwaves in 2002, the show’s producers thought they’d be lucky to draw 20 million votes from viewers. The FOX reality show not only exceeded expectations but also drew just under 100 million text messaging and call in votes in its first season.
What will the future hold for
American Idol? Turner is hoping for increasing popularity.
“If it ain’t broke, don’t fix it,” Turner said. “This year, we thought it would start to slow down, but this year it is even more popular than last year. It’s an American phenomenon. This could go on for years.”
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