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Each September millions of Americans watched the annual newsreel of Miss America’s crowning. She was featured in newspapers and advertisements and honored with her own day at the World’s Fair. Over 27 million people, more than half of the television audience, tuned in for the first ever-televised Miss America pageant.
And, as recently as the 1980’s, Miss America was considered a National symbol mentioned alongside the Oscars and the Super Bowl.
Today, Miss America is reclaiming its stature as a cultural phenomenon. For starters, a parade in 2014 marking the return of the pageant to the Atlantic City Boardwalk, drew thousands of spectators.
And, fueled by the new partnership with dcp, the Miss America winner is once again in the zeitgeist, appearing on such high profile shows as New Years Rockin’ Eve, The Billboard Music Awards, The Academy of Country Music Awards, Good Morning America, Macy’s Thanksgiving Day Parade, American Music Awards, Jimmy Kimmel Live, and the USO Spring Visit to the Troops!
This mass exposure is backed up by increasingly strong ratings. Since returning to Network Television, the Miss America show ranked as ABC’s highest rated non-sports Saturday for three straight years. In its first year, matched up on Sunday against the mighty NFL, Miss America more than held it’s own, having achieved an extraordinary 2.3 rating. And in it’s most recent showdown against the monster Dallas-New York football game, Miss America continued to maintain record numbers.
Miss America is also supported by dcp’s state of the art digital and PR departments. As a result, this year’s titleholder was featured in every major magazine (print and website), made the leading lists of Best Dressed Women and was a trending topic before, during and after the show on Twitter and Snapchat.
Family and brand friendly is a perfect fit for dcp’s outstanding sponsorship team, who is uniquely equipped to take this household name to the next level. And, a supersized three-hour version is in the works, allowing for even more sponsor participation.
The name remains recognizable to all demos, the upward trajectory is clear, and the buzz is back and growing every day…here she comes…Miss America!
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