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A look at social TV activity during the 2011-2012 television season. Top TV Series FOX clearly leads the way for social TV when it comes to broadcast series, owning the top three spots for average number of social media comments per new episode. The much-beloved musical series “Glee” ranks first with almost 200,000 comments per episode. Those gleeks sure love to talk in social media! In the cable world, it should be no surprise that “Pretty Little Liars” is at the top -- Twitter even ranked it at number 1 in their 2011 Year in Review for shows that fans just can’t stop talking about. ABC Family has been working hard on social TV strategy, and it seems to be paying off. Top Networks For primetime broadcast series, FOX snags number 1 with 16.8 million comments during the season. But when you add in sports and special events, the data reveals that CBS leads in social media conversation with 44.2 million comments. Given that the Grammys, NFL Football, and NCAA March Madness all aired on CBS, this increase in social chatter makes sense. We witness the same effect with cable -- looking at TV series only, MTV wins first place by over 2 million social media comments. But add in comments about sports and special events, and TNT (with college basketball and the NBA) and ESPN jump to the top. Setting Social TV Records In addition to their overall success in social TV, FOX and CBS also set two big records this season. Clocking in at 1.4 million social media comments, FOX’s series finale of “American Idol” made history as the most commented-on series episode ever. For the 2011-12 TV season overall, CBS wins the award for the most social media comments with the 54th Annual Grammy Awards, which garnered 13 million social media posts. It’s not just special events causing a flood of comments: compared to last year, we saw huge growth in the volume of comments about TV series season finales. Annual Growth Rates for Social Media Comments for Season Finales (2011-12) The Vampire Diaries (CW) – 1,228% Parks and Recreation (NBC) – 1,130% Desperate Housewives (ABC) – 1,023% How I Met Your Mother (CBS) – 800% The Simpsons (FOX) – 1,739% Bottom line: Social TV has grown significantly in the past year as more viewers flock to social media to discuss their favorite shows and TV events. Just a year ago an on-screen hashtag was rare. Now shows are integrating social strategy from the beginning stages, and what results is a fascinating feedback loop between viewer and content creator that keeps people talking. The ability for Big Data to monitor social TV activity provides key insights for networks that traditional ratings fail to address. When people share, comment and discuss TV online, programmers are able to see what content “pops” the most on Facebook and Twitter. Expect even more soci
Citation preview
SOCIAL TV HIGHLIGHTS OF THE
2011 – 2012 TV SEASON
Jan
18
Male
32%Female
68%
518K Social MediaComments
410K Social MediaComments
289K Social MediaComments
255K Social MediaComments
218K Social MediaComments
American Idol
#1
Jan
05
Jersey Shore
#2
Sept
20
Glee#3
Jan
10
The Game#4
Dec
12
Fear Factor*
#5
Top Broadcast TV Series
Social Media CommentsNetworkRank Show
Top Broadcast Networks (TV Series)
Top Broadcast Networks (Overall)
Top Cable TV SeriesRanked by average number of social media comments per new epsiode
Ranked by average number of social media comments per new epsiode
Ranked by total social media comments about shows on each network
Note: TV series in primetime only; New and repeat episodes both counted for this ranking
*Premiere part 1, “Scorpion Tales”
Note: All TV programming,including special events and sports; all dayparts
Note: Minimum 5 new episodes to qualify for this list Note: Minimum 5 new episodes to qualify for this list
Top Season Premieres
Pos.
28%Neutral
60%Neg.
13%
May
231.4M Social Media
Comments
804K Social MediaComments
391K Social MediaComments
370K Social MediaComments
322K Social MediaComments
American Idol
#1
Mar
19
Pretty Little Liars
#2
Dec
22
The X Factor#3
May
08
The Voice#4
May
22
Glee#5
Top Season Finales
Male
31%Female
69%
Pos.
36%Neutral
54%Neg.
10%
Glee
American Idol
The X Factor
The Voice
Fear Factor
The Bachelor
The Vampire Diaries
Gossip Girl
Dancing with the Stars
One Tree Hill
195K
152K
146K
127K
94K
69K
57K
39K
38K
38K
1
2
3
4
5
6
7
8
9
9
Social Media CommentsNetworkRank Show
Pretty Little Liars
Love & Hip Hop
The Bad Girls Club
Beyond Scared Straight
Jersey Shore
The Walking Dead
WWE Monday Night RawAmerica’s Best Dance Crew
Game of Thrones
Basketball Wives
192K
158K
86K
82K
77K
76K
69K
55K
53K
48K
1
2
3
4
5
Social Media CommentsNetworkRank
16.8M
7.5M
6.8M
4.4M
3.2M
1
2
3
4
5
Ranked by total social media comments about shows on each network
Social Media CommentsNetworkRank
44.2M
42.4M
35.8M
31.5M
7.9M
1
2
3
4
5
6
7
8
9
10
Top Cable Networks (TV Series)
Ranked by total social media comments about shows on each network
Note: TV series in all dayparts; New and repeat episodes both counted for this ranking
Social Media CommentsNetworkRank
10.7M
8.7M
6.4M
6.2M
4.9M
4.9M
4.7M
4.7M
4.1M
4.0M
1
2
3
4
5
5
7
7
9
10
Top Cable Networks (Overall)
Ranked by total social media comments about shows on each network
Note: All TV programming, including special events and sports; all dayparts
Social Media CommentsNetworkRank
36.7M
28.6M
12.2M
9.9M
8.6M
7.9M
7.7M
7.3M
6.9M
6.6M
1
2
3
4
5
6
7
8
9
10Shows, sports, and special events generated 441M total social media comments during the 2011-2012 TV season.
Source: Blue�n Labs, data for Sept 19, 2011 through May 23, 2012; Unless otherwise noted, data is for primetime only, new telecasts only, and series programming only (excludes special events and sports); Social Media Comments come from Twitter and public Facebook, with ~95% of the data being Tweets.
ALL TIME RECORDMost comments for any series programming episode
3M
6M
9M
12M
15M
0500K
1M
1.5M
2M
2.5M
DailySocial Media
Comments
AprMarNov Dec Jan 2012 FebOctSept 192011
May 232012
Sports and Special Events
Sports
Series Programming
The Bad Girls Club (Oxygen), Love & Hip Hop (VH1), and Rock Center with Brian Williams (NBC) combine for an active night in social TV
Pretty Little Liars (ABC Family) season finale, along with Dancing With The Stars (ABC) and The Voice (NBC)
Pretty Little Liars (ABC Family) mid-season premiere
The Voice (NBC), Basketball Wives (VH1), and Pretty Little Liars (ABC Family)
American Idol (FOX) season finale
Jersey Shore (MTV) season premiere
The American Music Awards (ABC) and Eagles vs. Giants NFL football game (NBC)
NFL conference championships: Giants vs. 49ers (FOX) and Ravens vs. Patriots (CBS)
Super Bowl XLVI (NBC) sets a new social TV record for most social comments...
... until it's broken by the Grammy Awards (CBS) just one week later
The Academy Awards (ABC)
NFL football divisional playoffs: Tebow-mania in full swing as the Broncos play the Patriots (CBS) and the Saints battle the 49ers (FOX)
SpecialEvents
0AprMarNov Dec Jan 2012 FebOctSept 19
2011May 232012