Shows Consumers Buzz About Not Most Watched: Report
ADOTAS – The most popular TV shows are not necessarily getting the most buzz online, a new study from social media gurus Networked Insights found. In its first Measuring the Social report, Networked Insights took a hard look at the top 10 TV shows among online audiences, compared to Nielsen’s weekly TV ratings.
Sites are no longer static, so understanding online behavior must involve measuring the different ways people are interacting online, the company argues. (This also includes the important metric of influence for each interaction — for example, Tiger Woods sharing a golf video carries far more weight than an everyday golf enthusiast taking the same action.)
The implications of the report are far-reaching for interactive advertisers.
“As ad dollars continue to shift online from older forms of media, like TV, advertisers need to know their audience on a far more granular level,” said Dan Neely, founder and CEO of Networked Insights. “Measuring the Social finally lets companies see their full online audience instead of just a small sub-section, and this is a key shift in online audience measurement that is making traditional measurement standards, like Nielsen, largely irrelevant online.”
Key findings include:
•Half (5) of the shows in the Networked Insights top 10 list do not appear in the Nielsen list: Criminal Minds (2), NCIS (5), Brothers & Sisters (6), Cold Case (7) and Family Guy (9).
•Two and a Half Men has a strong hold on the top spot among online audiences, but is a distant fifth in the Nielsen ratings. Strong online engagement is due to Two and a Half Men’s “quote following” — a high level of interaction around specific quotes from the show.
•Criminal Minds does not appear on the Nielsen top 10 list, but is the second highest rated show on Networked Insights’ list likely due to the psychological nature of the show, and complex criminal storylines.
•Likewise, the second highest rated show on Nielsen’s list, Desperate Housewives, has very low engagement among the online audience due to the lack of passion and pain in the show’s content.
The data was gathered from more than 17,000 social media and social networking sites, which included 3.5 million conversations per day and over 120 million unique users. The Networked Insights ratings are compared to Nielsen’s ratings among 18 to 49 year olds as this demographic aligns with the age range of the vast majority of social media users.
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