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Future of TV Scream Queens Social Media

Adobe Digital Index: social stats show Scream Queens to be the most anticipated fall TV show

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By Adam Flomenbaum, Co-Executive Editor

September 27, 2015 | 3 min read

Looking at social sources like Facebook, Twitter, Reddit, and Tumblr, Adobe Digital Index, using Adobe Social, found that Fox’s Scream Queens is the most anticipated fall TV show.

In its premiere, Scream Queens drew a 1.7 ratings - leading a few outlets to call out how hard it is to actually convert social buzz into ratings. But this was the live+same day rating, and the show’s audience skews much younger - it almost certain that the show’s ratings will fair much better when multiplatform and VOD viewing is included.

Adobe Digital Index also looked at how niche broadcast networks have become and the impact TV show stars who engage on social can have on the show’s success. Click for the full report; additional insights via Adobe below:

· Scream Queens global social strategy makes leads premiere buzz: Fox’s upcoming “dark horror comedy” leads in fall TV buzz across social platforms. 65% of its global buzz comes from outside of the U.S. Heroes Reborn, Supergirl, Quantico, and The Muppets round out the top five.

· Social promotion can drive viewership success: Social influence from lead actors/actresses can drive TV show viewership out the gate. Shows promoted by its top talent drove nearly a 500% increase in average social mentions, along with a 62% increase in YouTube trailer views, between June and August.

· Broadcast TV is still alive and well, leading in social engagement: Facebook page likes surpass social following for cable and premium cable TV shows, with top-rated legacy broadcast TV shows (Big Bang Theory, NCIS) having 10 million more page likes than films like The Avengers and Jurassic World combined, meaning top TV buzz is surpassing that of marquee feature films.

· Reality TV is a good place for time-sensitive advertising: Reality TV social buzz only occurs during the actual show that can tie into timely advertising (i.e. special events/holidays or limited time promotions) and live viewers. Scripted TV shows enjoy more constant, long-term social conversations throughout the week.

Future of TV Scream Queens Social Media

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