Most Americans with televisions and internet access have by now at least heard of MTV's Jersey Shore reality show. Most also know that Domino's, Dell, and other companies stopped advertising during the show to protest the cast of self-proclaimed "guidos" and "guidettes" and their behavior, which the advertisers felt exploited a stereotype and reflected poorly on Italian-Americans.
What many people may not know is this: According to Nielsen ratings data, although Jersey Shore premiered with a viewership of only 1.375 million, the Thursday night season finale was watched by 4.8 million people. The nine episode season was the number one original cable series in the 12-34 age group on Thursday nights, and the January 7, 2010 episode was the number one cable telecast. That particular episode was second only to the BCS National Championship game on broadcast networks.
This suggests that people did not just tune in to see what the hullabaloo was about upon hearing repeated reports of sponsors withdrawing their ads. Had this been the case, there would have been a spike, and then drop off, in the viewership. The numbers indicate that folks tuned in and kept watching; obviously, they liked who and what they saw.
The controversial cast members have inundated late night talk show circuit, they have met with television and movie stars and been spoofed on Saturday Night Live, as well as being the basis for an online flurry of activity including "Jersey Shore Nickname Generator". Hollywood starlets are wearing t-shirts referencing phrases used by cast members and society has been formally introduced to their slang words (such as "grenade" for unattractive women).
The popularity of the show and cast can readily be seen in monetary numbers as well. Neon Entertainment says that Nicole "Snooki" Polizzi commands $2000 for personal appearances. TMZ.com also reports that she was recently paid $10, 000 to host a "Fist Pumping Competition" in Opium night club at the Seminole Hard Rock in Florida.
Michael Schweiger of CEG Talent told EvilBeetGossip.film.com the appearance fees of other cast members: Ronnie Mangro and Sammi "Sweetheart" Giancola both get $3500, while Jenni "JWoww" Farley takes in $5000, and Mike "The Situation" Sorrentino and DJ Paul "Pauly D" Delvecchio each receive $7500. These numbers have or will probably increase soon after the time of this writing.
Bizbash.com reports that in 2009 B-list actors and celebrities commanded between $5000 and $10000 to attend parties in Los Angeles, so it is not surprising that MTV has already green lit a second season of the Jersey Shore. Reputedly, and understandably, with these same formerly unknown insta-celebrities.
