Nielsen Weekly Social Ratings: Grammy Awards Fans Interact Mainly on Twitter, Making it the Winning Social Platform of the Week

We are looking at Nielsen's social content ratings of the week of February 4 to 10 in order to get a good sense of which social platforms are the best tool for viewers to engage with their favorite programming.

 

After the excitement created by the LIII Super Bowl, we are now well into the award season. This week, Nielsen's Weekly Social Ratings show that the 61st Annual Grammy Awards generated more interactions than any other special episode or sports event. Whereas previously we had seen sports inspired a great percentage of social activity, interactions related to TV episodes or specials accounted for 65% of the rankings this week. Take a look at the key insights below.

 

WEEKLY TOP TEN SERIES AND SPECIALS

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

61st Annual Grammy Awards

2/10/19

26,215 953 5,132 20,130
2 TV Event

State of the Union 2019

2/05/19

15,172 1,773 698 12,701
3 USA Network

WWE Monday Night RAW

2/04/19

1,401 119 996 286
4 NBC

The Tonight Show Starring Jimmy Fallon

2/05/19

975 77 883 16
5 NBC

America's Got Talent

2/04/19

940 226 507 207
6 The CW

Supernatural

2/07/19

927 170 161 596
7 The CW

Riverdale

2/06/19

913 2 572 339
8 USA Network

WWE SmackDown!

2/05/19

831 85 553 193
9 ABC

Grey's Anatomy

2/07/19

634 26 541 67
10 MTV

Nick Cannon Presents: Wild 'n Out

2/08/19

504 8 475 20

[Source: Nielsen]

Key Insights

  • Out of the total of interactions on the top ten spots, 65(48.5 million posts) were related to a TV episode or special.
  • Facebook had 4.9 million interactions, a significant increase compared to the previous week's 0.7 million.
  • Twitter received an astounding 34.5 million interactions with TV episodes or specials, winning by a landslide over the other two platforms.
  • Most interactions (76%) about the 61st Grammy Awards happened on Twitter, just as it happened with the State of the Union transmission (83% of interactions on Twitter).

 

WEEKLY TOP TEN SPORTS EVENTS

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

Los Angeles Lakers at Boston Celtics

NBA Basketball

2/07/19

6,040 339 4,560 1,142
2 Pay-Per-View

Whittaker vs. Gastelum

UFC 234

2/09/19

2,003 24 1,728 250
3 ABC

Los Angeles Lakers at Philadelphia 76ers

NBA Basketball

2/10/19

1,879 53 1,290 535
4 NBA TV

Miami Heat at Golden State Warriors

NBA Basketball

2/10/19

1,779 82 1,520 176
5 ESPN

San Antonio Spurs at Golden State Warriors

NBA Basketball

2/06/19

1,597 67 1,378 152
6 ESPN

Denver Nuggets at Philadelphia 76ers

NBA Basketball

2/08/19

1,344 31 1,114 199
7 ABC

Oklahoma City Thunder at Houston Rockets

NBA Basketball

2/09/19

1,209 63 903 244
8 ESPN*, ESPN Deportes

Whittaker vs. Gastelum - Prelims

UFC 234

2/09/19

1,114 13 988 113
9 ESPN

Duke at Virginia

College Basketball

2/09/19

832 29 657 145
10 ESPN

Washington Wizards at Milwaukee Bucks

NBA Basketball

2/06/19

822 32 559 230

[Source: Nielsen]

Key Insights

  • Over 18.6 million interactions, or 25% of the total of the three top ten rankings provided by Nielsen related to TV episodes or special events, were about sports. This means a considerable drop compared to the previous weeks.
  • From these, only 733,000 interactions were posted on Facebook.
  • Twitter received 3.1 million posts related to sports events, or 16,6%.
  • About 78(14,6 million) posts were made on Instagram, making it the winning platform in the sports category once again.
  • Most events were basketball matches, though a couple of UFC events also generated interactions.

 

 TOP TEN WEEKLY TALENT

RANK NETWORK / TALENT / PROGRAM ENGAGEMENTS
(000)
Facebook Instagram Twitter
1 CBS
Cardi B61st Annual Grammy Awards
2,982 0 2,877 104
2 CBS
Miley Cyrus61st Annual Grammy Awards
772 59 0 713
3 TV Event
Donald TrumpState of the Union 2019
764 525 0 239
4 CBS
J Balvin61st Annual Grammy Awards
538 19 514 5
5 The CW
Jared PadaleckiSupernatural
451 130 0 320
6 CBS
Shawn Mendes61st Annual Grammy Awards
430 0 0 430
7 CBS
Anna Kendrick61st Annual Grammy Awards
362 0 0 362
8 CBS
Lady Gaga61st Annual Grammy Awards
355 63 0 292
9 CBS
Camila Cabello61st Annual Grammy Awards
350 0 0 350
10 NBC
Terry CrewsAmerica's Got Talent
317 31 207 80

[Source: Nielsen]

Key Insights

  • According to Nielsen's data, 7.3 million viewers (double the amount from the previous week) 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 827,000 engagements, Twitter got 2,8 million, and Instagram came out on top again with 3,5 million.
  • The relationship between top series and top TV talents is very close: 7 out of the top 10 TV talents appeared in the transmission of the Grammy Awards.

 

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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