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.
Reader Comments.
No comments yet
Leave a Comment
Article Sponsor
More News
-
Loading ...
Latest News
- BlueKai Report Explains DMPs to Publishers February 10th 2012 ADOTAS - BlueKai released a report this week on the [...] more »
- Funding in Brief: $10M for Spongecell, $8M for Prolexic February 9th 2012 ADOTAS – Rich media ad company Spongecell has raised $10 million [...] more »
- Google AdMob Axes Minimum Bids, Targeting Fees February 9th 2012 ADOTAS - As of Feb. 15, Google will change its [...] more »
- Infographic: HootSuite Analyses Social Media Impact of Super Bowl Ads February 7th 2012 ADOTAS - So, it’s the Tuesday after the Super Bowl, [...] more »
- Facebook to Serve Mobile Ads in Coming Weeks February 6th 2012 ADOTAS – According to a Financial Times report, Facebook will [...] more »
- Survey: 39 Percent of Mobile Users Responded to Super Bowl Ads Via Mobile February 6th 2012 ADOTAS - During the Super Bowl yesterday, mobile ad network [...] more »
- Sponsormob Leads the Way Into RTB for Mobile February 3rd 2012 ADOTAS – For more than half a decade, Berlin-based tech [...] more »
Features
- BlueKai Report Explains DMPs to Publishers February 10th 2012
- Attribution Online: Introducers and Influencers and Closers… Oh My! February 9th 2012
- With gTLDs, Global Branding Starts with a Name February 9th 2012
- Rethinking the Online Advertising Ecosystem, Part One: Independent Publishers February 8th 2012
- Case Study: Social Ad Effectiveness February 8th 2012
Spotlight
Sponsormob Leads the Way Into RTB for MobileADOTAS – For more than half a decade, Berlin-based tech firm Sponsormob has remained relevant in an industry characterized by [...] more...
Reader Favorites
Classifieds
- PS Technical Writer - SEO Data Analyst
- Interactive Project Manager
- Media Buyer
- PHP Software Engineer (Facebook Platform/Social AP
- SEO/Marketing Internship at Green Education Startu
Recent Comments
- HootSuite Social Media Management » More Apps, Open API, and the Solution Partner Program ~ News Roundup: [...] mentioned in our HootSuite’s Super Bowl XLVI Social Media Recap, adotas and MediaPost analyzed our
- News about Google Adwords issue #412: [...] ads for AdWords to adCenter and align with industry standards, adCenter has chang
- VB: What exactly makes an ad "high quality"?
- Survey: 39 Percent of Mobile Users Responded to Super Bowl Ads Via Mobile - ADOTAS | Mobile2 | Scoop.it: [...] background-position: 50% 0px; background-color:#222222; background-repeat : no-repeat; }
