January 25, 2023
Some Weak TV-Rated Shows Score Well In Social Media
- by Wayne Friedman , October 12, 2015
Traditional TV ratings may be weak for many new broadcast network shows -- but many are scoring well when it comes to social media and general word of mouth. New Fox shows have been earning high numbers so far through two weeks of the season in terms of “engagement” and “impact” and “responsiveness,” according to an Engagement Labs study.
The study measures total social data for online and offline conversations -- word-of-mouth content from Engagement Labs’ Keller Fay Group.
Fox’s “Scream Queens” earned the best results overall on Facebook (a 96.92 score), Twitter (94.59) and Instagram (97.22). The score, called an eValue, calculated a total number from engagement, impact, and responsiveness qualities. The score looks at over 100,000 brands' performance on social media, scoring them between 0 and 100.
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The study defines “engagement” as the level of interaction that content receives on a specific social network; “impact” as the reach the content achieves on a specific social network; and “responsiveness” as how much, how fast and how well a brand responds to actual conversations among its users.
On Facebook, “Scream Queens” had the highest engagement score (96.99) and impact score (91.24). Fox’s “Grandfathered” was second in engagement with a 96.87 number.
On Twitter, “Scream Queens” also placed first on impact with a 99.64. ABC’s “Blood & Oil” was the highest for engagement on Twitter with a 68.29.
“Scream Queens” was also best on Instagram with the highest engagement number at 98, and an impact result of 79.
When it comes to responsiveness, NBC’s “Best Time Ever with Neil Patrick Harris” came out on top for Facebook with a 37.56 number. On Twitter, “Scream Queens” took the top spot with 69.81.
In terms of highest active user base, Fox’s “Minority Report’ had the best results -- an 87.78% on Twitter; “The Grinder” was next, 47.92%.
Through a few weeks of the new season, Fox shows have been earning mediocre TV ratings: “Scream Queens” has earned a 1.47 average 18-49 rating and 3.6 million overall viewers. “Grandfathered is at a 1.33 18-49 and 4.6 million viewers, and “The Grinder” has earned a 1.24 18-49 average rating and 4.1 million viewers.
Fox isn’t alone. ABC’s “Blood & Oil” has been also yielded low results with a 1.31 rating among 18-49 viewers and 5.8 million through the early weeks. NBC’s “Best Time Ever” has a 1.8 rating and 5.7 million viewers.
This has got to be the biggest red-herring ever... deserving of a big, fat, "so freaking what". Advertisers buy time in programs to get viewers to watch a spot. If they know what they are doing, the spot is clearly designed to move some of that audience to an action.
That people talk about a show, obsess about it or do whatever with it is irrelevant to an advertiser. If people did not see the spot, then they did not see the spot, and thus, don't count.