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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

We are looking at Nielsen’s social content ratings of the week of February 18 to 24 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, Nielsen’s Weekly Social Ratings show just how much of a passion point movies are. The first ever hostless Oscars show was the star, as it 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 62% of the rankings this week, similarly to what happened with the 61st Grammy Awards Show. Furthermore, we can see that Hispanics brought about a good amount of social interaction as well, as the Premio Lo Nuestro show took the second spot right behind the Oscars, and 5 out of 10 personalities on the Top Talent list were Latinos. Take a look at the key insights below.

 

WEEKLY TOP TEN SERIES AND SPECIALS

RANKNETWORK / PROGRAM / DATEINTERACTIONS
(000)
FacebookInstagramTwitter
1ABC

The Oscars

2/24/19

17,6797523,48613,440
2Univision

Premio Lo nuestro 2019

2/21/19

6,6944166,100178
3NBC

America’s Got Talent

2/18/19

1,6562331,250173
4USA Network

WWE Monday Night RAW

2/18/19

1,50695982428
5USA Network

WWE SmackDown!

2/19/19

1,11267774271
6ABC

Grey’s Anatomy

2/21/19

7323362474
7ABC

The Bachelor

2/18/19

5783187388
8NBC

This is Us

2/19/19

4862637387
9CBS

The Big Bang Theory

2/21/19

4091237721
10NBC

Ellen’s Game of Games

2/19/19

376734425

[Source: Nielsen]

Key Insights

  • Out of the total of interactions on the top ten spots, 62.7(31.2 million posts) were related to a TV episode or special.
  • Facebook had 1.6 million interactions, a significant decrease compared to the previous analysis’ 4.9 million.
  • Twitter received 15 million interactions with TV episodes or specials, winning once again over the other two platforms.
  • Most interactions (76%) about the Oscars happened on Twitter, just as it happened with the Grammy’s two weeks ago.

 

WEEKLY TOP TEN SPORTS EVENTS

RANKNETWORK / PROGRAM / DATEINTERACTIONS
(000)
FacebookInstagramTwitter
1ESPN

North Carolina at Duke

College Basketball

2/20/19

3,1841141,8331,237
2ABC

Houston Rockets at Golden State Warriors

NBA Basketball

2/23/19

2,327801,978268
3TNT

Houston Rockets at Los Angeles Lakers

NBA Basketball

2/21/19

1,778791,289410
4ESPN*, ESPN Deportes

San Antonio Spurs at Toronto Raptors

NBA Basketball

2/22/19

1,336441,110182
5ESPN*, ESPN Deportes

Utah Jazz at Oklahoma City Thunder

NBA Basketball

2/22/19

1,04581705259
6TNT

Boston Celtics at Milwaukee Bucks

NBA Basketball

2/21/19

83922663154
7NBC

Pittsburgh Penguins vs. Philadelphia Flyers

NHL Hockey

2/23/19

80465484255
8NBA TV

San Antonio Spurs at New York Knicks

NBA Basketball

2/24/19

57314445113
9ESPN

Duke at Syracuse

College Basketball

2/23/19

46420319125
10FOX*, FOX Deportes

Folds of Honor QuikTrip 500

NASCAR Monster Energy Series

2/24/19

38265138179

[Source: Nielsen]

Key Insights

  • Over 12.7 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.
  • From these, only 584,000 interactions were posted on Facebook.
  • Twitter received 3.1 million posts related to sports events, or 24%.
  • About 70(8,9 million) posts were made on Instagram, making it the winning platform in the sports category once again.
  • Most events were basketball matches, though a Nascar event and an NHL one also generated interactions.

TOP TEN WEEKLY TALENT

RANKNETWORK / TALENT / PROGRAMENGAGEMENTS
(000)
FacebookInstagramTwitter
1Univision

Lele Pons

Premio Lo nuestro 2019

92819243
2Univision

Anitta

Premio Lo nuestro 2019

906488616
3Univision

Natti Natasha

Premio Lo nuestro 2019

74337391
4ABC

Bohemian Rhapsody

The Oscars

6464352380
5ABC

Angela Bassett

The Oscars

516814313
6NBC

Terry Crews

America’s Got Talent

4972542745
7Univision

Daddy Yankee

Premio Lo nuestro 2019

449414063
8ABC

Jason Momoa

The Oscars

42004200
9NBC

Ellen DeGeneres

Ellen’s Game of Games

370634223
10Univision

Nacho

Premio Lo nuestro 2019

36603660.1

[Source: Nielsen]

Key Insights

  • According to Nielsen’s data, 5.8 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 204,000 engagements, Twitter got 174,100, and Instagram came out on top again with 5,4 million.
  • The relationship between top series and top TV talents is very close: all of the top 10 TV talents appeared in the transmission of the popular shows of the week.
  • Interestingly, 5 out of 10 of the most popular talents appeared on Premio lo Nuestro, and are U.S. Hispanics.

 

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.

 

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

RANKNETWORK / PROGRAM / DATEINTERACTIONS
(000)
FacebookInstagramTwitter
1CBS

NFL Honors

2/02/19

2,958982,501359
2USA Network

WWE SmackDown!

1/29/19

2,3351411,783411
3USA Network

WWE Monday Night RAW

1/28/19

2,1761211,681374
4ABC

Grey’s Anatomy

1/31/19

1,350541,19997
5NBC

America’s Got Talent

1/28/19

1,278206846226
6The CW

Riverdale

1/30/19

9933775215
7NBC

Brooklyn Nine-Nine

1/31/19

66111443206
8NBC

The Titan Games

1/31/19

644961124
9Univision

Mira quien baila All Stars

2/03/19

630505764
10The CW

Supernatural

1/31/19

46534120311

[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

RANKNETWORK / PROGRAM / DATEINTERACTIONS
(000)
FacebookInstagramTwitter
1CBS*, ESPN Deportes
New England Patriots vs. Los Angeles Rams Super Bowl LIII
2/03/19
32,2881,79112,97817,520
2ABC
Los Angeles Lakers at Golden State Warriors
NBA Basketball
2/02/19
2,924972,388439
3TNT
Philadelphia 76ers at Golden State Warriors
NBA Basketball
1/31/19
1,720591,433228
4ABC
Oklahoma City Thunder at Boston Celtics
NBA Basketball
2/03/19
1,632401,405186
5NBA TV
Golden State Warriors at Indiana Pacers
NBA Basketball
1/28/19
1,539661,277196
6ESPN
Boston Celtics at New York Knicks

NBA Basketball
2/01/19

1,425511,142232
7TNT
Philadelphia 76ers at Los Angeles Lakers
NBA Basketball
1/29/19
1,401261,079296
8ESPN
Houston Rockets at Denver Nuggets
NBA Basketball
2/01/19
1,226421,033151
9TNT
Milwaukee Bucks at Toronto Raptors
NBA Basketball
1/31/19
70837504167
10ESPN
St. John’s at Duke
College Basketball
2/02/19
5552143698

[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 30of 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

RANKNETWORK / TALENT / PROGRAMENGAGEMENTS
(000)
FacebookInstagramTwitter
1NBC
Terry Crews
America’s Got Talent
62724498105
2NBC
Dwayne Johnson
The Titan Games
589657013
3Univision
Angelique Boyer
Amar a muerte
395133820.2
4Univision
Sebastian Yatra
Mira quien baila All Stars
22352171
5CBS*, ESPN Deportes
Maroon 5
Super Bowl LIII
212960116
6NBC
Ellen DeGeneres
Ellen’s Game of Games
188415529
7Syfy
Lana Condor
Deadly Class
17201648
8The CW
Danielle Panabaker
The Flash
153313218
9ABC
Caterina Scorsone Grey’s Anatomy
10301003
10NBC
Howie Mandel America’s Got Talent
101171866

[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.