The Online and Offline Reign of Scream Queens Continues, While The Muppets Audience Chitchat Is Turning Negative

Published by Engagement Labs on October 15, 2015

Engagement Labs Releases the Third Week of ‘Total Social’ Rankings Measuring Performance of Online and Offline Conversations for New Fall TV Shows

TORONTO, ON – Oct 15, 2015 –  Technology and data company Engagement Labs (TSX VENTURE: EL), today released ‘Total Social’ data rankings on the new fall TV show lineup that include 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 continued to dominate the online conversation on Facebook, Twitter and Instagram for the third week in a row. Scream Queens and Quantico have moved up in the rankings creating a three way tie for first place with The Muppets for most word of mouth conversations.

 Source: Keller Fay’s TalkTrack® ranking of new fall TV show word of mouth conversation. Engagement Labs eValue U.S. 2015 rankings of new fall TV shows. Both metrics are for the week of October 5th to October 11th.
*Scream Queens, The Muppets and Quantico tied for lead in word of mouth ranking

This week Engagement Labs saw Quantico jump from fourth place to a tie for first place for word of mouth conversations. The real driving force for the jump was the increase in conversation among men, which went from sixth place last week to first place this week. Scream Queens, experienced an increase in mouth conversation, with more than two times as much word of mouth conversation among women than men. The show also saw the highest follower growth online, increasing their followers by more than five times the group average for follower growth.

“In its third week on-air, Scream Queens is continuing to see momentum both online and offline,” said Ed Keller, President at Engagement Labs and CEO at Keller Fay. “Social media has created the rise of the second screen and according to Nielsen data, increases in conversation on Twitter during live programming signal that there is high engagement among the general viewing audience. We are seeing this correlation with Scream Queens, as it remains at the top of conversation rankings both online and around the water cooler.”

The Muppets saw a decline both online and offline. On Facebook it moved down in the rankings from fourth to eleventh place with a near ten-point decline in eValue score. Although it remained tied for first for word of mouth conversation, last week the show was ranked number one among both men and women, whereas this week the show fell to number four among men and number two among women. Not only did the show drop in word of mouth volume, but it also saw a sharp decrease in sentiment. The show’s positive word of mouth sentiment barely outweighed its mixed and negative word of mouth sentiment.

Quantico, despite coming in first place for word of mouth conversation and moving from number six to number one among the most talked about new fall TV shows for men, remained in seventh spot in its eValue ranking on Facebook. The show also fell from sixth to eleventh on Twitter, with a decrease in eValue score of more than 15 points.

“Quantico is seeing a much higher active user base on Facebook than on Twitter. However, the show does not respond to fans at all on Facebook. With a much more active audience on the Facebook platform, the show should begin engaging with fans on Facebook to further drive engagement and increase overall eValue score,” noted Keller.

For more information on the rankings or to receive the full data set please contact –Jessica.Dellaquila@engagementlabs.com

About Engagement Labs

Engagement Labs (TSX VENTURE: 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.

Engagement Labs maintains offices in Toronto, London and New Brunswick, NJ.
www.engagementlabs.com / www.kellerfay.com

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