Talpa's utopia a reality ratings success on all screens
Monday night's launch of John de Mol's new reality project Utopia on SBS6 in The Netherlands got off to a sensational start, with more than 1.5 million viewers tuning in. The first 1 hour episode aired in the extremely competitive 7:30 pm daily timeslot but managed to win the slot in the key 20-49 target group, with an astounding 25.2% market share! To place this in perspective, this result is approximately 5 times the average viewing rate on SBS6 for the timeslot. Utopia is in direct competition with a highly popular long-running daily news magazine, which scored 22.2%, and RTL4 news with 21.4%.
Last night Talpa's new reality project continued with strong ratings. Utopia delivered 1.3 million viewers and a 24.5% share in the key target group (20-49) at the 19:30 slot. This was 79% higher than SBS's primetime average for that night.
Meanwhile, since its launch on December 31st, the shows official webpage has had 650.000 unique visitors who have generated a record 13 million pageviews. A total of 4 million streams have been started and in one week the Utopia app was downloaded 120,000 times.
Utopia is a huge social experiment in which 15 pioneers turn their backs on their current lives for one year. They receive the unique opportunity to create their own ideal mini-society. The group builds an entirely new existence, in a place where there are, as yet, no rules, laws and power struggles. What's the result? Ultimate happiness? Or complete chaos?
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Talpa's utopia a reality ratings success on all screens 
