What is the Oprah effect?
The Oprah effect refers to the increase in sales that followed an approval on The Oprah Winfrey Show, which was broadcast on television for 25 years. A recommendation from Oprah, the queen of talk shows, has turned many fashion and lifestyle products into multi-million dollar businesses.
Key points to remember
- The Oprah effect boosted sales for businesses and individuals, featured by daytime talk show queen Oprah Winfrey in her television program.
- Several well-known people with talk shows, like Dr. Phil and health specialist Dr. Oz, received an initial boost to their Oprah careers.
- He was considered powerful because of his authenticity.
Understanding the Oprah effect
Many companies and people who have been fortunate enough to call on Oprah Winfrey were overnight successful after being promoted on her revolutionary show, which lasted from 1986 to 2020, and was the talk show of the day. best rated in the history of American television.
The Oprah effect was particularly powerful due to its authenticity. Oprah chose products that really interested her, rather than being paid to promote them. And, unlike typical celebrity endorsements, it has supported independent family businesses.
Thanks to Oprah, TV personalities like psychologist Dr. Phil, health expert Dr. Oz and TV cook Rachael Ray have all become household names with their own TV shows. It also had a huge impact on the publication. The Oprah Book Club has promoted reading and turned books into immediate bestsellers.
Today, Oprah is a billionaire and a media mogul. She launched OWN, the Oprah Winfrey network, in 2020. And even though her 10% investment in Weight Watchers in 2020 proved that everything she touches does not instantly turn into gold – the diet company faces strong competition from mobile apps and fitness trackers – it continues to have millions of loyal fans and high approval ratings.
Examples of Oprah effect
While his interior design business has been around since 1995, Nate Berkus received a major career boost after appearing on Oprah in 2002. Subsequently, he appeared regularly on his show and his design business thrived on advertising. Oprah’s production company, Harpo, also co-produced Berkus’ daytime show.
The Oprah effect was most pronounced for the publishing industry. According to available statistics, 59 books chosen by Oprah for its book club have appeared on the list of the top ten USA Today and 29 have reached position 1. The books of Nobel laureate Toni Morrison are supposed to have received an increase higher sales thanks to Oprah’s recommendations than to the gain itself.