• by Wayne Friedman , June 2, 2009

Broadcast reality TV shows can be more engaged with viewers than broadcast scripted TV shows, but scripted still brings in younger and higher-income viewers.

Researcher ExperianSimmons says when it comes to engagement dimensions -- "inspirational," "trustworthy," "life enhancing" and "personal connection" for last season, broadcast reality shows outranked broadcast drama.

For example, when it comes to inspiration, reality TV scores a 262 mark (out of a possible 500) versus a 238 number for drama. In the trustworthy dimension, reality has a 289 number to drama's 236. Life enhancement scores a 217 mark to drama's 180.

The survey looked at reality shows such as Fox's "American Idol," NBC's "The Biggest Loser," CBS' "Survivor" and dramas such as ABC's "Lost" and "Grey's Anatomy."

In using some of these engagement metrics, ExperianSimmons notes: "Advertisers that buy time on broadcast reality programs have a better opportunity of getting their products noticed and ultimately purchased than if they advertised on broadcast dramas."

However, dramas have their strong suit; specifically, more upper-income viewers watch shows like "Lost" and "Grey's Anatomy" than reality television.

Viewers with incomes of $100,000+ have around a 130 index for scripted shows versus around a 92 index for reality TV.

Also, younger viewers over-index on scripted shows versus reality programs, according to the research. For example, students index at about a 113 index against about a 102 index for reality shows. Full-time workers also over-index with scripted TV than reality TV.

This relationship is the opposite for unemployed viewers -- with a 90 index for scripted TV shows and a 99 index for reality programs. Retired workers come with a 79 index for scripted shows and around a 92 index for reality.