Download - 2011 New Fall TV Show Report Card
© 2011 Networked Insights
Network Strengths Weaknesses
ü NBC has the first “diamond in the rough” with the Maria Bello driven Primes Suspect
ü Up All Night has launched as the strongest comedy in conversations across all the networks and was picked up for a full season
ü Of the 5 new shows, only 2 have promise for the season on NBC
ü NBC has challenges with viewer loyalty ü Many NBC shows, like Up All Night, need some tweaking to
really catch fans ü Whitney is suffocating Prime Suspect, and we are calling this
show the “social turkey” of the season ü NBC cancelled The Playboy Club (which was recommend to be
avoided in earlier reports)
ü The X Factor and Terra Nova have a high number of impressions
ü New Girl was given a full-season order and has a strong following
ü The X Factor judge L.A. Reid impressed viewers and is a break-out hit with fans
ü The new FOX shows are struggling with creating their own niche audiences, and viewers are having a hard time committing to a show
ü All of the new FOX shows are recommended as “tentative” since they all have very polarized conversations
ü ABC’s new dramas have been some of the most successful with viewers
ü Revenge’s plot and acting were far richer than what viewers expected and as a result viewers are excited to see more
ü ABC’s new shows don’t have as much conversation as The CW and FOX
ü The reboot of Charlie’s Angels has flopped heavily despite high viewer anticipation and Facebook Fan Page “likes.” The content has not lived up to viewer expectation.
ü Person of Interest, despite low volume of conversation, is a recommended show
ü Poppy Montgomery’s acting in Unforgettable is attracting viewer attention
ü Kat Dennings is the reason for watching 2 Broke Girls
ü CBS dramas have the lowest volume of conversation out of all the new dramas
ü All of CBS’s new shows have highly polarized discussions ü A Gifted Man is tentatively recommended, but based on the low
conversation this program is not a good investment
ü By premiering the shows earlier than other networks, CW shows were able to increase conversation and is the go to network to reach Millennials
ü Ringer is the most discussed new drama of the fall season ü Rachel Bilson and Hart of Dixie reminded fans of early popular
WB dramas like Gilmore Girls
ü H8R is disliked by viewers ü The Secret Circle is not making as much of an impact as
predicted, and struggles to find viewers that aren’t already The Vampire Diaries fans
New Fall Shows
Go to www.networkedinsights.com/tvreport to buy the complete report that includes every new show on all 5 networks.
Knowing the strengths and weaknesses around a network’s programming lineup allows you to pick the right partner for your broadcast and online media investments. This slide provides guidance based on social data for each of the five broadcast networks based upon their news shows premiering in the fall.
© 2011 Networked Insights
Network-Level Comparison
Summary
ü CW shows, particularly Ringer, had the largest amount of pre-air conversation ü CW and NBC shows with early season premieres gave them a great advantage and their conversation is higher than the other
networks ü The X Factor premiere had the largest impact on the FOX network conversation ü Despite ABC shows having the largest number of Facebook fans and CBS the lowest number of “likes”, new shows for both
networks performed the same in the overall conversation
New Fall Shows
Go to www.networkedinsights.com/tvreport to buy the complete report that includes every new show on all 5 networks.
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ABC CBS CW FOX
The X Factor premiered
CW show premieres CW releases new show trailers
© 2011 Networked Insights
New Fall Comedies
Show-Level Comparison
Summary
ü The early premieres generated higher conversation ü Free Agents had more conversation during the premiere and afterwards than Up All Night, a large majority of that conversation
was discussing the show’s poor performance and the chances of its cancellation ü Of all the new comedies to premiere, Whitney had the weakest and most negative conversation ü 2 Broke Girls and New Girl’s content and performances are frequently compared, but due to volume and sentiment 2 Broke Girls is the clear winner
Go to www.networkedinsights.com/tvreport to buy the complete report that includes every new show on all 5 networks.
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2 Broke Girls
Free Agents
New Girl
Up All Night
Whitney
Season Premieres
Season Premiere
Some blogs menGon the plot of Free Agents
© 2011 Networked Insights
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8/27 9/3 9/10 9/17 9/24
A Gifted Man Charlie's Angels Hart of Dixie Pan Am
Person of Interest Prime Suspect Revenge Ringer
New Fall Dramas
Show-Level Comparison
Summary
ü Dramas generate more conversation than comedies ü The second episode of Ringer had more conversation than any premiere of the new dramas ü The other two CW dramas, Hart of Dixie and The Secret Circle, were also highly discussed ü The Playboy Club’s conversations were focused on how viewers disliked the show. As of October 4th, the show was officially
cancelled.
Go to www.networkedinsights.com/tvreport to buy the complete report that includes every new show on all 5 networks.
New Ringer trailer released
Ringer premieres
Season Premieres
At a glance see each broadcast network’s lineup of new sows - their genre, social impressions, sentiment and commentary based on research performed for each individual program by Networked Insights Analysts who specialize developing strategies to optimize broadcast advertising.
© 2011 Networked Insights
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Pan Am
Charlie's Angels The X Factor
Up All Night Ringer
2 Broke Girls Hart of Dixie
Prime Suspect h8r
A Gifted Man
8/31/2011 9/9/2011 9/16/2011 9/23/2010 9/30/2010
Facebook Fans
Week by Week Fan Growth
Summary
ü Shows with successful premieres, like Pan Am and Up All Night, have the largest post-premiere fan growth ü Shows that flopped with audiences, like Charlie’s Angels and Free Agents, have almost no fan page growth post-premiere ü Charlie’s Angels and The Playboy Club also prove that having lots of Facebook fans does not guarantee a show will win
over viewers; the show’s content is still king ü ABC shows on average have the highest number of fans while CBS shows on average have the least amount
Go to www.networkedinsights.com/tvreport to buy the complete report that includes every new show on all 5 networks.
© 2011 Networked Insights
Questionable Fit for TV Good Rating Unreliable Live Audience was Distracting Bad Fit with NBC Comedies
ü Viewers enjoyed Whitney Cummings and will watch the show just to see her
ü Viewers found that her humor was a bad fit for TV
ü Viewers suggested other NBC comedies inflated the ratings for Whitney
ü Advertisements brought viewers in, but may not keep them
ü The laughs of the studio audience was hard for some viewers to sit through
ü Viewers discussed that this style doesn’t fit time slot
ü Viewers discussed only watching Whitney because it is on around the other NBC comedies they prefer
Summary
Conversation
Themes
ü Avoid this program as the GRPs are being inflated by The Office’s season premiere and the social conversation is trending very negatively
Whitney NBC, Comedy
Recommendations
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8/27 9/10 9/24
27% 70% SenGment
PosiGve NegaGve Neutral
TOTAL IMPRESSIONS: 71,633 A. (9/22/11) – Season Premiere
A
While Whitney had a great lead-in with the season premiere of The Office, the social conversation related to the show has been trending negatively since NBC’s poorly received summer ad campaign. This attitude has only increased dramatically since the premiere. Recently the show was picked up for a full season by NBC, but due to it’s terrible sentiment it has been picked as our “social turkey.”
“To me, it seemed like the typical ‘new’ romantic-comedies that NBC has been doing lately. Not my style of TV programming. Whitney Cummings is a lot funnier doing her regular nasty stand-up comedy act.“ - Avsforum.com
“Community premiered after the Office originally too, and it was the highest ratings of the show's history, so I don't take those Whitney numbers seriously.“ - Absolutepunk.net
“Just saw the pilot for that Whitney Cummings show on NBC. Good lord, the laughs were awful. I could only stand a few minutes of it.“ - Imdb.com
“One of these things is not like the others: Community, The Office, Parks & Recreation and Whitney.“ - Democraticunderground.com
Go to www.networkedinsights.com/tvreport to buy the complete report that includes every new show on all 5 networks.
Whitney
22% 30% 20% 28%
Better understand the social audience developing around unaired broadcast programs to uncover advertising opportuni-ties and better inform ad buying decisions. This report provides a comprehensive profile of fan sentiment, the volume of online conversations, the key topics within those conversations and recommendations.
© 2011 Networked Insights
Audience Definitions Audiences are defined by idenGfying sites that exhibit strong contextual relaGonships and/or are visited by users with shared affiniGes. This set of sites consists of locaGons that most effecGvely capture the audience engaging around topics within a specified domain. Defining an audience allows Networked Insights to reduce the noise prevalent in social media, including spam and duplicate data, allowing for idenGficaGon of true insights.
Conversation Metric Keywords and phrases are used to categorize topics and themes that appear in social media conversaGons on blogs, forums, microblogs and social networking sites. Categories are idenGfied by Networked Insights’ proprietary Topic Discovery Engine (TDE) in conjuncGon with analysis from our social media analyGcs team. Once individual topics have been isolated, TDE is used to discover sub-‐themes, and various metrics (post volume, impressions, senGment, etc.) are provided as needed for each topic.
Impressions Impressions are a calculaGon of the number of social menGons of a product/brand that visitors to social networking sites, forums, blogs and microblogs were exposed to. Impressions provide an esGmaGon of how social media are consumed, are a way to account for the vast majority of social media users who do not actually create posts, and enable us to look beyond post counts to gain a be_er understanding of how much social reach a topic truly has. Impressions are a passive measurement tool and do not necessarily demonstrate engagement. As with other basic metrics, it is important to layer themaGc insights upon impressions in order to understand what drives the conversaGon and what acGons are required.
Sentiment Keywords are used to describe brands and products. Each keyword is defined by Boolean-‐search strings tuned to accurately capture volume of conversaGon. RaGngs of posiGve, negaGve and neutral are assigned to a random sample of posts in order to gauge the senGment for a given keyword.
Topic Discovery A mathemaGcal approach is used to understand what themes drive conversaGon. Advanced clustering technology extracts the key sub-‐themes expressed in the content related to a keyword. A qualitaGve analysis is included to expose what is really driving theconversaGon and how different sub-‐themes interconnect.
Methodology