SOURCE: The Pere Partnership

September 15, 2005 15:54 ET

That %@#% New Show Is Going to Be a Big $#%&ing Hit

As New Television Season Launches, Survey Conducted by Leading Entertainment Marketer, The Pere Partnership, Reveals Astonishing New Insights into Viewers' Likes and Dislikes

NEW YORK, NY -- (MARKET WIRE) -- September 15, 2005 -- A survey of 1,230 Americans (586 men, 644 women) from all across the country was conducted to determine what elements of new television shows attracted viewers. The results were surprising. In fact, they were #@$% surprising. It seems Americans really like cursing. 43% of respondents said that "bad language" makes a show at least somewhat more appealing and exciting. Conversely only 13% said they were less likely to watch a show because of explicit verbiage.

When asked which elements got respondents excited about a new show, the number one answer was Soprano's-type "edginess," chosen by 41%, followed by non-pornographic sexual content at 23%, and "never-been-done-before" at 18%. Family values was selected by only 4% of respondents.

The survey conducted by The Pere Partnership advertising agency, one of the premiere entertainment marketers in the country, also indicated that parents are more willing to allow their children to watch reality television programs than they are network news or news magazine programming.

When asked which type of programming "are you least likely to allow your children to watch," the top two answers were: 31% of adults said the news and 18% said news magazine or opinion shows. Only 12% said they wouldn't let their children watch a reality drama like "Nip/Tuck," and only 10% said they were least likely to let their kids watch a reality day-in-the-life program such as "Being Bobby Brown."

Parents seemed not to be convinced of the negative effects of risqué shows. Only 6% said they believe non-pornographic sexual shows affects their children's development and only 23% said they believe violence on TV makes their children more violent.

"I think this survey shows that Americans want realism, or better said they want symbolism," explains Glenn Pere, President of the Pere Partnership. "I think between reality programs and realistic dramas, we've changed the expectations of viewers. They are far less likely to accept a dramatic world that is void of human frailty and fault. June and Ward Cleaver just don't cut it any more." Pere continues, "On the other hand they want escapism. They are looking for a world that is closer to reality but not dead on. The news is too depressing and commentary shows are too angry. If you look at the trends it really bodes well for Cable and the freedoms they enjoy, over the network shows, which are extremely limited in their content."

The cable advantage was also evident in survey responses. When asked if they thought that broadcast television should have the same freedom as cable, 58% said yes. And when asked if cable should have the same restrictions as broadcast, only 24% said yes.

On the top favorite male characters on television, respondents selected those who had big mouths and demonstrated a great deal of reality. The four favorite characters for men are: 1) Stu from "The Family Guy" 2) Ari from "Entourage" 3) Tony Soprano from "The Sopranos" and 4) Homer Simpson of "The Simpsons." The top characters for women are: 1) Susan Mayer (Teri Hatcher) of "Desperate Housewives" 2) Bree Van De Kamp of "Desperate Housewives" 3) Tony Soprano from "The Sopranos" and 4) Samantha Jones of "Sex in the City." The list shows favoritism towards more flawed characters, and it is also heavily weighted towards cable.

Glenn Pere is available for interviews.


The Pere Partnership is a full service advertising agency best known for its distinctive ads in the entertainment industry. The Pere Partnership has emerged as the leading agency in the utilization of "popular culture icons" creating campaigns that are clear, concise and visually striking. The agency utilizes a strategic approach that provides an emotional imprinting on target audiences through the expert manipulation of the most resonant symbols, icons and ideas in American culture. The Pere Partnership has developed branding and advertising for a diverse array of product and service categories, including entertainment, sports, spirits, fashion, financial services, among others.

According to a survey conducted by The Pere Partnership...


What is the affect of a television show that uses bad language?

21% said it made it a little more appealing
22% said it makes it much more appealing
Only 8% said it would make them not watch the show.


25% said a show with sexual insinuations is a little more appealing
20% said a lot more appealing
11% said they wouldn't watch


When asked which elements make a new show exciting...

41% replied realistic edginess and 41% violent action
37% said action
31% answered comedy
28% wanted Sci Fi (nerds)
23% asked for sexual innuendo
4% said wholesome family viewing


When asked what element would make you prevent your child from watching
a new program, it's no surprise that 68% said strong sexual content yet
surprisingly 17% said they don't want their children watching programs
with religious fervor in it either.


Only 23% said they believe violence on TV makes their children violent.
Only 6% believe sexual innuendo as seen on Desperate Housewives, affects
their child's sexual development.


3 times as many parents are more willing to prevent their children from
watching the news than a reality TV really.


When asked what category of show that people most hoped for...

15% said a-day-in-the-life of reality show
17% said realistic dramas
1% said local or network news
No one said news magazine shows


When asked their favorite characters on TV...

Men said:
1)  Stu from "The Family Guy"
2)  Ari from "Entourage"
3)  Tony Soprano from "The Sopranos"
4)  Homer Simpson from "The Simpsons"

Woman said:
1)  Susan Mayer of "Desperate Housewives"
2)  Bree Van De Kamp of "Desperate Housewives"
3)  Tony Soprano from "The Sopranos"
4)  Samantha Jones from "Sex in the City"

Contact Information

  • For information, contact:

    Maryann Palumbo
    212 645 6900 x112
    Alison DeSena
    212 645 6900 x125
    Jericho Communications, Inc.