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Nielsen Weekly Ratings: Game of Thrones Sets HBO Ratings Record, Wins Millennials on Twitter

We are looking at Nielsen's social content ratings of the week of May 13 to 19 in order to get a good sense of which social platforms are the best tool to engage with viewers and to learn where audiences are, what they're watching, and what they're saying.

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We are looking at Nielsen’s social content ratings of the week of May 13 to 19 in order to get a good sense of which social platforms are the best tool to engage with viewers and to learn where audiences are, what they’re watching, and what they’re saying.

 

On Sunday night, Game of Thrones set an HBO ratings record as 19.3 million viewers tuned in to watch the series’ final episode in the U.S. After 9 years since season 1, fans all over the world watched the ending of the TV show that some say ushered the new Golden Age of television.

HBO reaches fans at home through HBO and HBO Latino, as well as through its OTT Streaming Service HBO Go. It has inspired Netflix, Apple, and Amazon to look for “their own Game of Thrones” show, with mixed results. Even HBO has ensured dollars keep coming in and has planned up to five spin-off shows.

Most Game of Thrones viewers are millennials, as research shows. The show is a great case study in marketing for this generation, as it has managed to build a powerful brand via strong community building, strategic content marketing, and appropriate use of channels and resources.

Interestingly, most interactions about Game of Thrones happen on Twitter, and this is directly related to the fact that most Twitter users are millennials. Data shows 80% of Twitter users are millennials; in fact, a study about online behavior shows, together with Facebook, it’s one of the only social networks that have survived from the list of platforms they used 10 years ago.

According to Nielsen’s Weekly Social ratings, Game of Thrones has been on the top three shows with most interactions on social media since the 8th season started. The series finale generated 7.4 million interactions, and 7.2 million took place on Twitter. This accounts for 32% of interactions about the top 10 TV episodes of the week.

When we look at the rest of the shows on the top 10, we find that most interactions happen on Instagram. On spots two and three respectively, American Idol generated 4.5 million interactions (80% on Instagram) and the NBA Draft Lottery generated 2.8 million (64% on Instagram).

See the rest of the top 10 shows of the week below.

RANKNETWORK / PROGRAM / DATEINTERACTIONS
(000)
FacebookInstagramTwitter
1HBO

Game of Thrones

5/19/19

7,401531157,232
2ABC

American Idol

5/19/19

4,5155383,656321
3ESPN

2019 NBA Draft Lottery

5/14/19

2,8581241,809925
4CBS

The Big Bang Theory

5/16/19

1,8072131,379214
5CBS

The Late Show With Stephen Colbert

5/15/19

1,58585821,418
6USA Network

WWE Monday Night RAW

5/13/19

1,373731,076224
7ABC

Grey’s Anatomy

5/16/19

1,0945896372
8CBS

Unraveling the Mystery: A Big Bang Farewell

5/16/19

1,0854894196
9USA Network

WWE SmackDown!

5/14/19

88246704131
10The CW

Riverdale

5/15/19

7925476311

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