SUMMER 2000
What does this have to do with radio? Thanks for asking. I've found that we can learn from marketing success and failures in other industries (and TV isn't even in "another industry").
Most importantly, games -- i.e., contests -- are an important tactical tool for many radio marketers. So, let's see what "Lessons from Millionaire" we can apply to radio contests...
This is the Number One "lession from Millionaire"...you can tune in and figure out the game in a minute.
"Millionaire's" ratings far exceed those of Fox's "Greed," which doesn't even win its own time period. I suspect simplicity is a key reason why. I've tuned in to "Greed" more than once and haven't quite figured it out yet. Of course, if I watched more, I could. But I don't want to take the time or make the effort!
Similarly, we've learned that most radio listeners won't invest time and effort figuring out a complicated radio contest. The rule is: If you can't explain a contest in one simple sentence, it is too complicated and won't be successful!
"Millionaire" has been criticized for questions that are too easy. But when Gallup asked if the questions should be more difficult, less difficult or remain the same, 73% found them tough enough. Millionaire's easy questions undoubtedly contribute to its broad appeal...even a child can answer its under-$1000 questions at home.
As one ad agency exec put it: "We all think we know the answers." And that makes us feel better about ourselves.
And playing at home is crucial...
If all Millionaire appealed to were contestant-types, it wouldn't be successful. Gallup reports that only 6% have personally tried to call the show's contest line to try out. That percentage corresponds closely to the percent of radio listeners who actively participate in station contests.
The key to a game show's (or contest's) success is that it is interesting to watch (or listen to). And one way to make it interesting is viewers' (or listeners') participation. In Millionaire's case, viewers get to answer the questions, playing against the on-air contestant, friends or family at home, or just testing themselves.
So, never design a contest for the "contest pigs" that are a minor fraction of the audience...design it to be interesting for listeners!
"Millionaire" is a real-life drama. There is an element of risk that every vicarious player can relate to...Should a contestant risk most of his winnings for a chance at even bigger bucks? Or should he play it safe and leave with what he already has? What would I (the viewer) do in his position?
The risk is substantial, because "Millionaire" is a "single-elimination" game...get just one question wrong, and you're done. And we're talking about risking substantial amounts of cash. Miss the $32,000 question, for example, and you leave with $1,000 instead of $16,000.
"Millionaire" doesn't fool around with cars, homes, furnishings, clothes or "lovely parting gifts"...just cold, hard cash (so winners can pick their own cars, homes, etc.). The scent of cash is everywhere on Millionaire, from the set, to the checks that Regis displays, to the show's logo itself.
Cash -- in Millionaire's case, "life changing" cash -- is clearly a powerful motivator for TV game show contestants and viewers. The same holds for radio...our research consistently shows that cash is the most desired, most compelling radio contest prize.
"Millionaire" has a look and feel unlike any game show that came before it. Suspenseful, dramatic theme music, exposed lighting rigs and a spacecraft-style set all contribute to "Millionaire's" hot production values. So does the pace of the show...mostly fast, but sometimes slowing down for tension-filled pauses as contestants ponder their answers and strategies. Host Regis Philbin contributes to the look, with his trend-setting monochrome shirt-and-tie combinations.
And, speaking of Regis...
As one ABC exec stated: "Regis is a huge element that cannot be duplicated."
Entertainment Weekly critic Bruce Fretts calls Philbin "Millionaire's" secret weapon... "Philbin's endearingly cranky personality shines through," he says. "He's not hesitant to blow off a little steam -- he get's geniunely irked when contestants refuse to use their 'lifelines' -- yet he never seems mean-spirited. He's like your favorite grumpy uncle."
Would "Millionaire" been a success with a different host? Probably. But perhaps not as big a success.
Similarly, Radio contests need all the involvement, enthusiasm and attitude that strong personalities can bring.
In broadcasting, success breeds excess. "Millionaire's" success begat a spate of "me too" shows. But, in the words of Chairman Mark, "'Me too' is not a winning strategy." Two copycats -- CBS' convoluted "Winning Lines" and NBC's sleepy revival of scandal-scarred "Twenty One" -- are already history. Fox's "Greed" -- the most blatant copycat of "Millionaire's" look (right down to the color of the right answers) -- has not, as we've noted, been a winner and is iffy for fall.
And the bizzare one-shots from Fox -- "Who Wants to Marry a Multi-Millionaire" and "Battle of the Child Geniuses" -- thankfully won't be returning for further exploitation!
So, when it comes to designing your station's contests, feel free to steal ideas from other markets, but make sure they stand out as unique in your own market.
"Millionaire" hasn't taught us this lesson...yet. But ABC is planning to expand the show to four nights a week next season. At some point, logic suggests, viewers will burn out on the show and its frequent airing will only accelerate its demise.
NBC's Garth Ancier compared Millionaire's success to "crack"..."Once you're on it, it's wonderful because you get these beautiful ratings. But nobody believes it's going to work forever."
But as we all know, broadcasting is about winning now. Long-term planning is thinking about the next rating period! And "we'll worry about the future when it gets here." In other words, ABC will milk this cow for all its worth!
And that's my final answer.