Nielsen Weekly Social Ratings: Super Bowl Breaks the Roof (Again) With 70% of Top 10 Sports Interactions

We are looking at Nielsen's social content ratings of the week of January 28 to February 3 in order to get a good sense of which social platforms are the best tool for viewers to engage with their favorite programming.

 

This week, the Super Bowl got everyone talking on Social Media, or that seems to be the case if we look at Nielsen's Social Ratings from January 28 to February 3. As we saw in the previous analysis of Nielsen's rankings, Instagram is the clear winner of TV-programming-related social media; just as the last time, more than half (59%) of the interactions and engagements with the top 30 TV specials or talents were posted on Instagram, while Twitter received 22 million and Facebook was last with 3.1 million. Overall, this period of time saw an increase of about 22 million posts on social media, mostly due to the Super Bowl. Here we extract a few insights from Nielsen's data in order to get a good sense of which broadcasters and programs generate more engagement, and will try to find out whether there is a relationship between topics and social media.

 

WEEKLY TOP TEN SERIES AND SPECIALS

RANK NETWORK / PROGRAM / DATE INTERACTIONS
(000)
Facebook Instagram Twitter
1 CBS

NFL Honors

2/02/19

2,958 98 2,501 359
2 USA Network

WWE SmackDown!

1/29/19

2,335 141 1,783 411
3 USA Network

WWE Monday Night RAW

1/28/19

2,176 121 1,681 374
4 ABC

Grey's Anatomy

1/31/19

1,350 54 1,199 97
5 NBC

America's Got Talent

1/28/19

1,278 206 846 226
6 The CW

Riverdale

1/30/19

993 3 775 215
7 NBC

Brooklyn Nine-Nine

1/31/19

661 11 443 206
8 NBC

The Titan Games

1/31/19

644 9 611 24
9 Univision

Mira quien baila All Stars

2/03/19

630 50 576 4
10 The CW

Supernatural

1/31/19

465 34 120 311

[Source: Nielsen]

 

Key Insights

  • Out of the total of interactions on the top ten spots, 21.7% (13.4 million posts) were related to a TV episode or special.
  • Facebook had 727,000 interactions, almost 300,000 more than the week of January 14-20.
  • Twitter, received 2.2 million interactions with TV episodes or specials.
  • However, none of those two could match Instagram, which got 10.5 million posts, about 78% of the top 10 posts in this category.
  • Instagram won by a landslide on almost all the events, except for Supernatural, which got more interactions on Twitter.
  • Interestingly, one of the shows in the top 10 was Mira quien baila All Stars, a Latino-oriented TV program.

 

WEEKLY TOP TEN SPORTS EVENTS

RANK NETWORK / PROGRAM / DATE INTERACTIONS
(000)
Facebook Instagram Twitter
1 CBS*, ESPN Deportes
New England Patriots vs. Los Angeles Rams Super Bowl LIII
2/03/19
32,288 1,791 12,978 17,520
2 ABC
Los Angeles Lakers at Golden State Warriors
NBA Basketball
2/02/19
2,924 97 2,388 439
3 TNT
Philadelphia 76ers at Golden State Warriors
NBA Basketball
1/31/19
1,720 59 1,433 228
4 ABC
Oklahoma City Thunder at Boston Celtics
NBA Basketball
2/03/19
1,632 40 1,405 186
5 NBA TV
Golden State Warriors at Indiana Pacers
NBA Basketball
1/28/19
1,539 66 1,277 196
6 ESPN
Boston Celtics at New York Knicks

NBA Basketball
2/01/19

1,425 51 1,142 232
7 TNT
Philadelphia 76ers at Los Angeles Lakers
NBA Basketball
1/29/19
1,401 26 1,079 296
8 ESPN
Houston Rockets at Denver Nuggets
NBA Basketball
2/01/19
1,226 42 1,033 151
9 TNT
Milwaukee Bucks at Toronto Raptors
NBA Basketball
1/31/19
708 37 504 167
10 ESPN
St. John's at Duke
College Basketball
2/02/19
555 21 436 98

[Source: Nielsen]

Key Insights

  • Over 45.4 million interactions, or 73% of the total of the three top ten rankings provided by Nielsen related to TV episodes or special events, were about sports.
  • From these, 2.2 million (4.8%) interactions were posted on Facebook.
  • Twitter received 19.5 million related to sports events, or (42%).
  • About 51%(23.6 million) posts were made on Instagram, making it the winning platform in the sports category, though not by far.
  • The LIII Super Bowl took the first spot, receiving 70% of the interactions with the top 10 sports and 52% of all the top interactions and engagements overall.
  • The remaining 30of posts were related to basketball events; spots 2 to 9 were NBA matches, and spot 10 was a College Basketball match.
  • Instagram was the top platform for NBA fans, but Twitter is still the winner for NFL.

 

WEEKLY TOP TEN TV TALENT

RANK NETWORK / TALENT / PROGRAM ENGAGEMENTS
(000)
Facebook Instagram Twitter
1 NBC
Terry Crews
America's Got Talent
627 24 498 105
2 NBC
Dwayne Johnson
The Titan Games
589 6 570 13
3 Univision
Angelique Boyer
Amar a muerte
395 13 382 0.2
4 Univision
Sebastian Yatra
Mira quien baila All Stars
223 5 217 1
5 CBS*, ESPN Deportes
Maroon 5
Super Bowl LIII
212 96 0 116
6 NBC
Ellen DeGeneres
Ellen's Game of Games
188 4 155 29
7 Syfy
Lana Condor
Deadly Class
172 0 164 8
8 The CW
Danielle Panabaker
The Flash
153 3 132 18
9 ABC
Caterina Scorsone Grey's Anatomy
103 0 100 3
10 NBC
Howie Mandel America's Got Talent
101 17 18 66

[Source: Nielsen]

Key Insights

  • According to Nielsen's data, 2.7 million viewers engaged with the top ten posts sent directly from social media accounts owned or affiliated with TV programming.
  • For the top 10 spots, Facebook received 168,000 engagements, Twitter got 359,000, and Instagram came out on top with 2.2 million.
  • The relationship between top series and top TV talents is rather close, especially in the case of America's Got Talent's Terry Crews. Even though Ellen's Game of Games is on the 10th spot of the former list, she was the second most popular TV talent of the week.
  • Two Latino stars are present in this ranking: Angelique Boyer and Sebastian Yatra.

 


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Janet Grynberg @grynberg_janet

Janet has worked as editor and translator since 2013. After graduating with honors when receiving her Bachelor's Degree in English literature, she began working as a book reviewer for Expansión, the leading business magazine in Mexico. She has also worked as editor of young adult literature for publishing houses like Planeta and Penguin, and she's the author of a book of short stories. She's in the process of getting her MA in English at McGill University. Her interests include arts, good food, and her 8 pets.

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