From radio to television to apps, video games, streaming, social media and beyond, game shows have captivated audiences around the world across every medium for nearly a century. Some shows have lasted for generations, through multiple hosts, never losing their appeal even when the simple formula remains the same. As long as the competition stays fierce, the contestants willing and the audiences at home eager to play along, the game show will endure.
This fall, Prime Video launched its “Winning Wednesdays” game show programming block including “Buy It Now,” “Wish List Games,” “Pop Culture Jeopardy!” and “Are You Smarter Than a Celebrity?”
“Are You Smarter Than a Celebrity?” is a refresh of the 2010s classic quiz series, which features a star-studded group of celebrities serving as “classmates” to an adult contestant as they test their elementary-level knowledge across a wide range of subjects, all for a chance to win a $100,000 prize.
For Ron Funches, the actor and comedian who is one of these celebrity classmates, the enduring appeal of game shows is their ability to tap into our childlike joy of play or the thrill of a challenge.
“We all play games. My 2-year-old is always just like, ‘Daddy, come play with me,’ and it reminds you that that’s our natural state of being,” Funches says. “Game shows remind you that as well, because it allows you to have these stakes and allows you to see people win and lose, and we have fun. That’s what makes game shows universal. It’s one of the reasons I love them to death. I’m a big believer in game shows because they are something that are for everyone.”
Audiences love to unwind with entertainment — and especially game shows which give them the opportunity to play from the comfort of their living room alongside friends and family. Viewers might not be on stage, but they can still shout an answer at the screen. They may not win the prize, but they get the self-esteem boost of a correct answer.
“We all remember being in front of the class and not knowing an answer, or celebrating because you did know an answer, or thinking you did know an answer and getting it wrong and looking foolish,” says Funches. “It’s all these things that are very easy, and that we’ve all gone through, and I think that’s what makes this game show special.”
And research shows that interactive entertainment like this is exactly what audiences seek out when they unwind, according to the recent “Elevating Everyday Moments” report from Amazon Ads, which explores how entertainment can enhance quality time experiences. The study, conducted across 11 countries with 17,600 respondents, found that 71% of consumers agree that entertainment improves their quality time, with 68% considering entertainment essential to their quality time experience, underscoring the potential for brands to meaningfully integrate into these moments. Nearly a third of TV viewers surveyed noted that they have a more positive reception to ads that are entertaining or creative – a perfect fit for the upbeat, energetic atmosphere of game shows.
“Are You Smarter Than a Celebrity?” joins Prime Video’s “Winning Wednesdays” lineup during a banner year for the streaming service, also marking the first in which brands can reach millions of Prime Video viewers with streaming TV ads in shows and movies.
Beyond getting the chance to engage with fun-filled entertainment, Funches says the addition of celebrities in the mix can also help audiences connect with their favorite stars. “It’s about access and finding ways to relate to people in new ways,” he says.
And at the end of the show, win or lose, audiences always get the answer to that titular question: Are they smarter than a celebrity?
View the full “Elevating Everyday Moments” report from Amazon Ads to see more insights from the research and learn how brands can engage millions of viewers and be part of the cultural conversation.
