Snark All You Want, The Bachelor Has Still Got It

"The Bachelor" is a strong brand, which has given it surprising longevity.


News about former Gov. Bob McDonnell’s sentence to two years in prison and word of the latest baseball Hall of Fame inductees has pushed it from the trending Twitter topics. But as of this morning, #TheBachelor was on top of the list, still heating up Twitter hours after the insane premiere of the 19th season.

Few things in television last that long. And The Bachelor is probably one of the most hate-watched shows on television. A quick glance of the hashtag last night showed quite a few people blasting the show, expressing their disbelief about how silly it is. (Really? This still shocks you?) But there were more than enough people critiquing all of the bachelorettes and their crazy antics, making predictions and choosing favorites. And lots of gushing about how hot #PrinceFarming Chris Soules is. Overall, everyone, love it or not, was all wrapped up in it.

Which is key to why The Bachelor, even after all the snark, all the tears, all the hairspray, and all the drama, still has legs.

The Washington Post pinpoints five takeaways that highlight why The Bachelor has managed to still stay relevant. In a nutshell, the show has a formula based on the concept of finding and falling in “love,” it tweaks the story to keep the drama level at 100, there are moments that go viral (scroll down on that last one) and there’s a villain every season that you love to hate.

This is, in fact, the fairytale that Chris Harrison says it is. And what is a fairytale if not a darn good story.

For PRs, that’s the lesson here. A good story will go a long way. It gains attention. It gets people talking. It will continue on in the retelling. This is also a good reason to build a strong brand.

That’s what The Bachelor has done. Let’s forget the fact that so few of the couplings made on the show actually turn into marriage. The program, with help from Harrison, continues to sell its contestants’ quest for love. A quest that takes them on an alcohol-soaked melodramatic trip around the world.

Much has been made about the fact that last season was a bust for the program. The hero – Bachelor Juan Pablo – turned into the villain who no one liked period. Grantland says that’s probably the reason why this season there’s a wholesome Iowa farmer in the hot seat. Whatever the reason, every brand has a crisis. The question is whether you can bounce back.

Judging from the fact that every other website today has some sort of Bachelor-related coverage, the interest from both media and viewers is there. People are willing to forgive last season if you give them what they want — fantasy, beautiful people, tension, a few surprises and some jewelry at the end — the franchise should be all good.

It’s a story that can be told and retold for years to come.

Publish date: January 6, 2015 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT