MELBOURNE, Australia – Ford is riding the wave of success from the hit reality TV show The Voice. Not only did The Voice have the highest rating debut of a reality TV show in Australian television history, it continues to pull in more than two million viewers each episode.
While the ultimate prize for the winner is a recording contract with Universal Music Australia and $100,000 in prize money, they will also take home a new Ford Focus Titanium.
Millions of viewers around the country have been captivated by the show, viewing first-hand the emergence of Australia’s rising musical talent. But they are also seeing the Ford Focus splashed across their TV screens during three, 30-second commercials that appear in each episode.
The sponsorship package also secures online exposure on The V-Room at the show’s official website, www.thevoice.com.au – which has had more than 1.3 million unique visitors. Combined with sponsorship of the backstage hub, where artists are interviewed and discuss their performances, there is also a full-page advertorial in OK! Magazine.
The success of The Voice has also led to an unprecedented social media response. The show currently has more than 167,678 Facebook fans and 40,636 followers on Twitter. During episode two, the show boasts 500 tweets per minute, with the highest peak ever at 924 tweets per minute. Messaging around the Ford Focus is also displayed on both the Facebook and Twitter pages of The Voice.
The Australian version of The Voice features four superstar coaches - Keith Urban, Seal, Delta Goodrem and Joel Madden. The aim of the show is to uncover Australia's best new talent by putting artists through three phases of competition: The Blind Audition, The Battle Rounds and the Live Performances.
“The Voice is the TV ratings hit of 2012” said Brian Phan, Marketing Manager – Passenger Vehicles, Ford Australia. “When Ford sponsored American Idol, data showed extremely strong branding for Ford as a result. So we kept our eyes open for a TV program sponsorship in Australia that could deliver similar results, and The Voice absolutely does that.”
Source: OzTam Consolidated Data. The highest rating reality / talent quest program in Australian television history refers to the beginning of OzTam Television ratings 2001.