By the time the show debuted on May 31, Survivor was already a phenomenon, attracting 15 million viewers, only 2.6 million fewer than the ABC juggernaut Who Wants to Be a Millionaire. Many mainstream media critics panned Survivors, but it outdrew Regis by nearly 1 million viewers in the prized 18-49 demographic. The buzz also got older viewers to tune in. CBS, which owns a half-interest in the show with producer Burnett, was virtually assured of a financial success even before the first episode aired. It had sold half the ads for each hourlong show to eight sponsors, including Bud Light, Reebok, and Ericsson cell phones, which agreed to buy ads on both the show and CBS's Survivor Web site.
Sponsors also get the right to work plugs for their products into the show.
Castaways wear blue shirts with Reebok logos and use an obstacle course constructed by the U.S. Army, another Survivor sponsor. And in the summer, too. CBS's goal is to keep the momentum rolling through the fall, when it will launch seven new shows. With folks starting to head out for vacations, getting huge numbers will become tougher as the summer continues. Still, while viewers are around CBS, intends to pitch them its fall lineup.