Reality TV, like The Block, is the best behavioural change tool we have
Reality TV is looked down upon, and that annoys Thinkerbell's Adam Ferrier. Because shows like The Block, or Masterchef, are the best tools for behavioural change that we have.
Reality TV is the best behavioural change tool Australia has. Think of the impact The Block has had on renovations, how Masterchef helped Australia ‘plate up’, or how Bondi Rescue made Bondi the country’s most over-subscribed surf lifesaving club. Reality TV can move Australians into action like nothing else. It’s enjoyable to watch, but it also creates change.
Tonight we’ll witness the 15th Block auction. For more than a decade, the show has attracted more than a million viewers on many nights. However, that’s just the beginning of the impact. Consider too that around 50,000 couples apply to be on the show; that’s 100,000-people applying, or one in 10 viewers who have gone to considerable effort to get onto the show.
The Block will go to auction this weekend
Then there’s The Block spin offs, The Block shop, The Block sponsorships, on it goes. Andrew Harvey, economist at the HIA, quantified the financial impact of The Block on the renovation industry in 2011: “In quarters in which The Block is aired, there is, on average, a $251m boost to quarterly renovations investment two quarters (or six months) following the airing.”
So, over 15 years, that’s a multi-billion-dollar boost to just the renovation industry. Incredible, right?
Reality TV is so good at changing the behaviour at a mass scale for several reasons. It creates strong social norms, and a mindset of: ‘It’s on telly, therefore it must be popular’. You can educate people as the show progresses; each challenge is a little instructional video. Emotion always works – we engage with real people trying to win and see losers implode too.
It’s also interactive, meaning there are many ways to get people to invest in the series (for example, The Block applications). And then there’s the idea of time. The format runs for a few months, giving you a chance to change behaviour and build habits.
I loved the ‘Up’ series – which has followed the lives of 14 British children since 1964 (one episode every seven years) – watched every episode of Big Brother’s first season, and still immerse myself in the occasional reality TV world. We’re at a point where even cops, ambos, the defence force, airlines and hospitals have reality shows documenting what goes on behind the scenes, and I think we’ll see governments and not-for-profits use reality TV more and more to create social change.
For all the reasons why reality TV is both fun and powerful, I always ensure we have a representative from reality TV at the Marketing Sciences Ideas Xchange (MSIX) conference.
Previously, we’ve had the producers of Man Up and The Block speak, Craig Reucassel from War on Waste, and several others. All give amazing insight into how they got their various shows up, and how they use these platforms to change behaviour.
This year, we were going to have the creators of the wonderful Old People’s Home For 4 Year Olds. However, they declined, saying “…the show is more a beautiful observational documentary than it is a reality TV show”. Each to their own. We all have a right to name and label the things that we create.
However, I can’t help but feel there is a vibe in this response that is looking down on reality TV. This annoys me. Reality TV is both enjoyable to watch, and incredibly effective at creating change.
And if anyone has a good suggestion for who to pick up the reality TV mantle at MSIX in 2020, please leave it below.
Adam Ferrier is founder and chief thinker at Thinkerbell and curator of MSIX.
MSIX returns to Sydney in February next year, with earlybird tickets on sale now.
You make some valid points Adam.
Unfortunately my diagnosis is that only a true moron would enjoy the likes of Love Island or The Bachelor… and they don’t change human behaviour for the better either!
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I think you raise some interesting points, but unfortunately most reality TV in the last few year has become a hunting ground for humiliation. Even The Block has veered into this territory from time to time.
Sadly it seems the less humility the lower the ratings, as for influencing behaviour sure it can, but it’s not a blanket rule across all formats, the DIY sector is very different.
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I agree that not all Reality TV is equal – or behaviour changing. War on Waste was the most effective ever. Another favourite is the brilliant Outback ER. However, we still don’t have a national hospital service and most weeks Broken Hill Hospital finds itself negotiating with SA, NSW and sometimes Victoria to get a patient to where they need to go.
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Like everything it depends on the actual content inside the genre (or device even).
Whilst The Block might prove a bonus for Bunnings bottom line (which let’s face it, IS the ultimate aim, along with other commercial benefactors) and lead people into DIY which is a good thing, the Bachelor-crappe doesn’t appear to benefit anyone I can think of except maybe Michael Hill. And there is the K-Gang …
Similarly, a Porsche can be a Good Thing if you like fast, exotic and class, but a similar VW can be a menace to society in the form of toxic fumes and fraud (allegedly).
In other words, a hammer can bang in a nail (good) but can also crack someone’s skull (not so good).
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Adam.
We all watch reality shows.
You’re stating the obvious.
Not sure you made any insightful points.
Perhaps you should go on one?
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Reality TV – cheap TV to offset falling ad revenues.
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Tonight, I’d like you to couple up with this show because, right from the get go it’s pure car crash escapism and I’d like to get to know this show better and understand why I’m vibing it so much – it’s probably because it’s got good banter and it’s my type – ie honest and doesn’t cheat.
So tonight, I’d like you to invite Love Island Australia to MSIX 2020. Please get underneath the (fake tanned) skin as to why we obsess with anything Roxy Jesenko or Johnny Ibrahim ie people more beautiful than we’ll ever be, and why we forgive their non-value adding behaviour. Is there a scientific / statistical relationship between the level of obsession with fantasy people and the level of ‘hard times’ suffered by society?
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The Sponsor is Mitre Ten David.
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Reality TV – opiate for the masses. Of course it’s good. Keeps them occupied, keeps them from thinking. How good is that !
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I fail to see how boorish, populist reality tv, staring the most rancid of the ‘5 mins of fame whores’ can be a good thing.
The only behaviour it contributes to changing is the behaviour of critical thought…..it cancels ones ability to
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So, it didn’t work then 🙂 (But you get what I mean).
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The Block is, at its heart, about couples comforting and inspiring each other under pressure from the producers. The renovation is secondary. Do the viewers learn from that? Maybe
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Nice provocative words as usual Adam. You’ve probably read it, but the book Everything Bad is Good for you is excellent.
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Who are ‘we all watch reality shows’
I have more respect for myself than to dumb myself down to that level…would rather watch paint dry and would likely learn more doing so
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Interesting post as I agree the pro-social interventions of reality tv are only just beginning.
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i love it
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Good points. And it just made me realise why brands looking to help you quit smoking, donate blood etc etc – real behavioural change, have not leveraged the power of these shows more.
Seems most of the Mumbrella readers are too highbrow to watch these sort of shows (but are lowbrow enough to comment anonymously) however the rest of the world lap it up.
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