Scream Queens Continues to Rule Over the Online Conversation, while The Muppets Make an Offline Comeback
Engagement Labs releases ‘Total Social’ rankings measuring performance of online and offline conversations for new fall TV shows
TORONTO, ON. – October 22, 2015 – Technology and data company Engagement Labs (TSXV:EL), today released ‘Total Social’ data rankings on the new fall TV show lineup for online and offline conversations. ‘Total Social’ combines Engagement Labs’ proprietary eValue™ social media measurement tool and TalkTrack®, the leading measurement source of word of mouth conversation from the Keller Fay Group, an Engagement Labs company.
Scream Queens is undefeated with respect to online conversation on Facebook, Twitter and Instagram for the fourth week in a row, while placing a close second to The Muppets for the most offline word of mouth.
According to TalkTrack and eValue data, below are the rankings of the new fall TV shows for offline word of mouth conversation and on Facebook, Twitter and Instagram:
Source: Keller Fay’s TalkTrack® ranking of new fall TV show word of mouth conversation. Engagement Labs eValueTM U.S. 2015 rankings of new fall TV shows. Both metrics are for the week of October 12th to October 18th.
*Blood & Oil, Limitless and Supergirl all tied for 8th in the word of mouth rankings.
“Four weeks into the fall TV season and Scream Queens has not budged from its first place ranking online. This is likely a result of their social media strategy that leverages content from their big-name celebrity cast” said Ed Keller, CEO at Keller Fay and President at Engagement Labs. “While maintaining online hype, the show has also consistently battled with The Muppets for top spot for offline word of mouth conversation during the course of the first four weeks of the fall TV season. Despite being the most talked about shows offline, the conversations about Scream Queens and The Muppets have not always been positive.”
Having ranked the most talked about show among women for the past four weeks, Scream Queens saw its sentiment among women drop below its sentiment among men this week. In fact, among the top ten most talked about shows, Scream Queens recorded the lowest level of positive sentiment over the course of the past four weeks.
This week, The Muppets experienced a comeback, reclaiming the sole top spot for word of mouth conversations and rose in online rankings for both Facebook and Instagram. On Facebook, the show broke into the top ten and on Instagram, it jumped two spots to third place. However, the show also experienced lower than average positive conversations (sentiment) among both men and women; its sentiment is second lowest in sentiment scores, with only Scream Queens faring more poorly.
Quantico ranked third for offline word of mouth this week while Blindspot placed fourth for offline conversations both this week, and the past three weeks. Unlike Scream Queens and The Muppets, Quantico and Blindspot garnered high levels of word of mouth sentiment, with Blindspot leading amongst all shows measured.
Several new shows were able to break into the top ten for both online and offline conversation, as they premiered or their premiere dates approached. Supergirl reentered the offline word of mouth conversation rankings at tenth. The show also moved into the rankings on Facebook, and experienced a 10 point eValue score increase to place fifth on Instagram. In addition, newcomer Wicked City experienced a significant 30 point increase in its eValue score, placing third on Twitter, while the recently premiered Crazy Ex-Girlfriend placed eighth, after jumping more than 30 points.
“It is to be expected that shows that just premiered or are about to premiere are driving buzz. However, the real test is measuring how they rank after they have been broadcasting for several weeks,” continued Keller. “The shows that have continuously made our rankings, week-after-week, are carving out loyal fan bases that are consistently discussing their programing both online and offline. However, it is a challenge for those shows that have low sentiment scores to learn how to activate their fans to offset negative word of mouth.”
For more information on the rankings or to receive the full data set please contact – Jessica.Dellaquila@engagementlabs.com
About Engagement Labs
Engagement Labs (TSXV:EL) offers intelligent ‘Total Social’ data, analytics and insights for marketers and organizations enabling them to track, measure and benchmark the conversations happening around their brand or industry both online and offline. These conversations are proven to drive critical business outcomes, including sales, while Engagement Labs’ tools provide data and actionable insight to help guide business decisions and power marketing effectiveness.
Engagement Labs’ eValue™ Analytics tool is the global benchmark for social media scoring. eValue’s proprietary data technology offers real-time analysis to measure a brand’s social media and digital marketing efforts, distilling it down to a single meaningful number between 0 and 100 – an eValue score. Composed of a series of metrics and Key Performance Indicators (KPIs), an eValue score measures social media Engagement, Impact and Responsiveness which is benchmarked against 100,000+ handpicked and verified brands. The Keller Fay Group, an Engagement Labs company, is the only firm to regularly measure offline conversation, which independent research finds is a significant driver of sales with twice the impact of online conversation.
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