Gossip Girl, the CW’s teen drama about private school kids in NYC, has never garnered huge Neilson ratings. In fact, there were many who thought the show would be canceled after it’s first season. It turns out, though, that the power of shows like Gossip Girl might not lie is how many people watch but who watches and what they do afterward:
“Now the show’s sense of style is having a broader impact, in the retail marketplace. Merchants, designers and trend consultants say that “Gossip Girl,” which is in summer reruns on the CW network before returning Sept. 1, just in time for back-to-school shopping, is one of the biggest influences on how young women spend.
Fans stride into boutiques bearing magazine tear sheets that feature members of the cast and ask for their exact outfits. Or they order scoop-neck tops and hobo bags by following e-commerce links from the show’s Web site.” (via NYT)
In many ways, this is one possible model for how web video can succeed. While web video series may never get the kind of viewership that networks get but if they target their viewers and offer advertisers a genuine involvement that can benefit the all parties it might not matter.
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