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The biggest social TV busts from the past week: American Horror Story's Airbnb push


By Natan Edelsburg, SVP

February 28, 2016 | 5 min read

Last week was busy for TV as anticipation and controversy over the Oscars built up. The biggest bust on social was American Horror Story's announcement that they are putting the house from the last season on Airbnb. Here are the full insights from Union Metrics' Jenn Deering Davis.

Last week's biggest TV news:

  • Besides the Oscars, there were several interesting TV news stories last week. How did these stories measure up on Twitter?
  • Fuller House - the long-awaited reboot of Full House - premiered on Netflix on Friday. Since Netflix ratings aren't public, we're not sure how many watched one (or all) episodes, but Nielsen reported lower-than-normal viewer numbers for broadcast television Friday night, which led some to believe audiences were watching Netflix instead.
  • Melissa Harris-Perry refused to come back to her show (of the same name) after MSNBC had bumped it for a few weeks to air election coverage in its place. She said she felt worthless and that she was losing editorial control over her program, so she wouldn't appear on the next episode.
  • Kelly Clarkson, one of the most successful American Idol alums, appeared as a guest on the show last week. She broke down in tears, as did several of the judges and many members of the audience, as she performed "Piece by Piece".
  • On Wednesday, Black-ish aired a very special episode addressing the issue of police brutality. It was very well-received and the episode's ratings were higher than normal.
  • You can now rent out the house featured in the first season of American Horror Story on Airbnb. For fans of the show, the nightly rental price of $1450 is a small price to pay to sleep where the original series was filmed.

Twitter's reaction to the news:

  • Fuller House dominated TV conversation on Twitter last week, generating more than 1.1 million tweets, half a million of those on Friday. Momentum had been building for several weeks on Twitter, but these numbers were impressive just the same.
  • As for Melissa Harris-Perry, the public dispute between her and MSBNC sparked a significant conversation on Twitter, generating 109k tweets last week. In an average week, there are 25k-30k tweets about Harris-Perry and her show.
  • There were 170k tweets about Black-ish last week. In a typical week, the show receives fewer than 20k tweet, so this episode had a huge impact on Twitter, generating a lot more conversation than normal.
  • And speaking of bumps in Twitter ratings, more than 62k tweets referenced Kelly Clarkson's performance on American Idol last week. On top of that, there were twice as many tweets as normal about American Idol overall and 160k tweets about Clarkson herself, which is more than 100k more tweets than she normally receives in a single week. The performance was a big social success for both the show and the singer.
  • But sadly, not all of these stories were hits on Twitter. There were only about 5k tweets about the AHS house last week. That makes it our biggest bust of the week. Of course, the real success for this story won't be measured in tweets, but in rental reservations, so we'll see how the American Horror Story house does on AirBnB.

Jenn Deering Davis is Editor-in-Chief of the San Francisco-based social analytics company Union Metrics. She has 15 years of industry and academic experience in organizational communications, social media and research, spending her career turning turning data into effective stories and helping stakeholders more easily understand new technologies. Union Metrics has been delivering social media answers to brands and marketers since the company launched TweetReach in 2009. Today, Union Metrics’ multi-channel social analytics are used by thousands of digital marketers at the world’s most innovative brands to optimize social media strategies and create impactful campaigns across Twitter, Instagram, Facebook and Tumblr. Visit Union Metrics at and @unionmetrics to learn more.

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