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

RANKNETWORK / PROGRAM / DATEINTERACTIONS
(000)
FacebookInstagramTwitter
1CBS

61st Annual Grammy Awards

2/10/19

26,2159535,13220,130
2TV Event

State of the Union 2019

2/05/19

15,1721,77369812,701
3USA Network

WWE Monday Night RAW

2/04/19

1,401119996286
4NBC

The Tonight Show Starring Jimmy Fallon

2/05/19

9757788316
5NBC

America’s Got Talent

2/04/19

940226507207
6The CW

Supernatural

2/07/19

927170161596
7The CW

Riverdale

2/06/19

9132572339
8USA Network

WWE SmackDown!

2/05/19

83185553193
9ABC

Grey’s Anatomy

2/07/19

6342654167
10MTV

Nick Cannon Presents: Wild ‘n Out

2/08/19

504847520

[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

RANKNETWORK / PROGRAM / DATEINTERACTIONS
(000)
FacebookInstagramTwitter
1TNT

Los Angeles Lakers at Boston Celtics

NBA Basketball

2/07/19

6,0403394,5601,142
2Pay-Per-View

Whittaker vs. Gastelum

UFC 234

2/09/19

2,003241,728250
3ABC

Los Angeles Lakers at Philadelphia 76ers

NBA Basketball

2/10/19

1,879531,290535
4NBA TV

Miami Heat at Golden State Warriors

NBA Basketball

2/10/19

1,779821,520176
5ESPN

San Antonio Spurs at Golden State Warriors

NBA Basketball

2/06/19

1,597671,378152
6ESPN

Denver Nuggets at Philadelphia 76ers

NBA Basketball

2/08/19

1,344311,114199
7ABC

Oklahoma City Thunder at Houston Rockets

NBA Basketball

2/09/19

1,20963903244
8ESPN*, ESPN Deportes

Whittaker vs. Gastelum – Prelims

UFC 234

2/09/19

1,11413988113
9ESPN

Duke at Virginia

College Basketball

2/09/19

83229657145
10ESPN

Washington Wizards at Milwaukee Bucks

NBA Basketball

2/06/19

82232559230

[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

RANKNETWORK / TALENT / PROGRAMENGAGEMENTS
(000)
FacebookInstagramTwitter
1CBS
Cardi B61st Annual Grammy Awards
2,98202,877104
2CBS
Miley Cyrus61st Annual Grammy Awards
772590713
3TV Event
Donald TrumpState of the Union 2019
7645250239
4CBS
J Balvin61st Annual Grammy Awards
538195145
5The CW
Jared PadaleckiSupernatural
4511300320
6CBS
Shawn Mendes61st Annual Grammy Awards
43000430
7CBS
Anna Kendrick61st Annual Grammy Awards
36200362
8CBS
Lady Gaga61st Annual Grammy Awards
355630292
9CBS
Camila Cabello61st Annual Grammy Awards
35000350
10NBC
Terry CrewsAmerica’s Got Talent
3173120780

[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.

 

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Author

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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