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) |
|||
|---|---|---|---|---|---|
| 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) |
|||
|---|---|---|---|---|---|
| 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) |
|||
|---|---|---|---|---|---|
| 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.
[ctalatinb]
