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) | |||
---|---|---|---|---|---|
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) | |||
---|---|---|---|---|---|
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 | 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 30% of 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) | |||
---|---|---|---|---|---|
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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