Improved Nielsen social TV ratings show how viewers are reacting to fall premieres across Facebook and Twitter
Earlier this year, Nielsen began to include Facebook data as part of a more complete Social Content Ratings, which now measures both the Twitter and Facebook chatter around TV shows. With the first fall TV ‘premiere week’ (September 19-25) using the new system having passed, Nielsen is releasing data around the rookie shows that drove the conversation and how the conversation differed on the two social networks.
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In terms of the Facebook audience composition, men (46 percent) and women (54 percent) took to the platform to talk about premiere week shows in near-equal numbers. More interesting, though, is that women engaged with content at a much higher rate, accounting for 64 percent of engagers each day on average.
‘This is Us’ was the most popular premiere week show, with 383,000 interactions across Facebook and Twitter on its premiere day. But, Facebook drove the majority of these interactions – 333,000 – while Twitter only drove 50,000 interactions for the show. Twitter users were more interested in E!’s Rob & Chyna (170,000 Twitter interactions) and FX’s Atlanta (167,000 Twitter interactions).
The differences in the numbers will help brands and agencies make more informed decisions about where to place social buys.