The Ketchum Branded Entertainment team has been obsessed with watching and talking about Dancing with the Stars this season, and we are not alone! In its 20th Anniversary year, there’s something happening worth paying attention to.
Season 34 is outperforming previous years in a big way. The show is currently running 16% ahead of last season in total viewership, and it’s up 56% in the 18–49 demographic relative to the same period last year (The Hollywood Reporter+1). It’s not just holding steady — it’s growing week-over-week in a landscape where that’s rare.
So, let’s break this down into three takeaways worth considering:
ONE … Influencers & Talent are Cultural Catalysts!
- Shows like DWTS are increasingly embracing influencer dynamics. Contestants, pros, guest judges, and behind-the-scenes personalities often bring built-in followings of their own. When they post rehearsal clips, candid moments, or challenge themselves, it draws their audiences into the show’s orbit.
- This accelerates conversation beyond the broadcast — many fans engage online, not just on TV/Streaming. DWTS is leveraging this hybrid approach of celebrity + influencer culture to deepen connection and reach new young fans.
TWO … Emotional Live Moments Win!
- Reality competition shows thrive on live energy. The drama, the judging, the live voting, these weighty, real-time moments create urgency. You can’t fully replicate that tension or surprise in a replay. That’s part of what’s bringing audiences back: the fear of missing out on something unforgettable.
THREE … Don’t Sleep on Traditional Television & Streaming!
- We’re seeing a renaissance in brand-funded content and fresh opportunities for creative, standout brand integrations—often in ways or with partners brands may not immediately realize.
- This can be powerfully amplified by activating influencers and creators who extend messaging to younger audiences, driving added talk value on IG and TikTok.
Here’s how forward-thinking brands can lean into this momentum:
- In-Show Moments: Some of your most beloved shows in both scripted and non-scripted are ripe for integration—we just need a key insight that connects authentically to the show and allows the brand to be welcomed in organically.
- Branded Content + Earned Media: After those on-air moments, amplify with social reels, behind-the-scenes snippets or influencer recaps. Create “never-before-seen” content around brand moments that tie into the show’s emotional arcs.
- Fan Engagement Extensions: Use branded sweepstakes or calls-to-action.
The bottom line is that DWTS is riding a wave built on convergence, performance, competition, celebrity, and influencer culture.
Its renewed momentum suggests audiences want more than passive viewing; they want participation and emotional resonance. Brands that align with those truths by owning meaningful moments in the broadcast and continuing the story beyond it to capture both eyeballs and emotional equity.
Follow us to catch more cultural buzz and reach out to Ketchum’s Branded Entertainment team (Danielle Hallas, Megan Powers, Ryan Jones, and Josh Miller) if you have idea or a passion for a show and want to get started!
