Broadcast Reality Check

When the curtain goes up on the network upfront presentations in New York in mid-May, media buyers will get a first look at the usual cavalcade of pricey scripted series. Lost in the tide of police procedurals, ensemble comedies and supernatural thrillers, the season’s new unscripted fare once again will be relegated to a dusty corner of the theater.

Reality shows account for just three of the 92 projects on the 2012-13 broadcast development slate, a disproportionate allowance given the enthusiasm of the American TV audience. Remove the NFL from the equation and Fox’s American Idol and NBC’s The Voice deliver the strongest ratings on broadcast TV while commanding some of the highest unit prices. Season to date, Idol’s Wednesday night broadcasts are averaging a 5.6 rating in the dollar demo, a number matched by only The Voice’s Monday night showcase. As demonstrated by the $500,000 price tag attached to each 30-second spot in Idol, advertisers are obviously eager to get on board with reality. Even aging shows like ABC’s Dancing With the Stars fetch some of the highest ad rates on the tube. On Monday nights, the celeb-driven competition series is out-earned only by the top-rated scripted series, CBS’ Two and a Half Men. Despite the fact that unscripted is a proven magnet for eyeballs and ad dollars, reality has something of a prestige problem.