Positive Return Socially for Fox Drama Empire
By Marc Berman
In return news, Part 2 of the third season of Fox’s Empire finished fourth overall in total social actions based on the rankings for the week of March 20, according to leading social media measurement platform Shareablee, Inc. Empire had 1.6 million total actions, with 150 posts (and 36% of which was driven by Facebook). Based on the traditional Nielsen ratings, Empire scored a healthy 10.7 million viewers (based on the Live + 3 Day data) and remains the most important ingredient in the network’s current primetime line-up.
The other big midseason premiere was the return of Dancing with the Stars on ABC, a magnet for older female viewers, at No. 8 overall with 1.13 million total actions. Instagram drew 77% of the total actions. Time to decide – who are you rooting for?
The Ellen DeGeneres Show from Warner Bros. Domestic Television Distribution, the proverbial poster child for social media actions, finished at the top of the social rankings. Ellen netted 7.2 million social actions, with 94 posts. Instagram drove 80% of the total engagement. What works socially in daytime could also be a boon in primetime, with NBC ordering six episodes of a primetime game show called “Ellen’s Game of Games,” hosted by Ellen, based on segments from Ellen’s talk show like “What’s In the Box” and “Know or Go.”
The lesson from Ellen, a perennial Top 10 based on social engagement each week, is the value socially of making a series interactive. It works!
The Walking Dead on AMC, which resonates across all data measures, finished second overall with 3.1 million total actions, 65% of which was driven by Instagram. The current seventh season – and 99th episode – airs this Sunday. And next was E! News, which resonates in part due to the focus on the clan called Kardashian, with 2.8 million social actions for the week (also ignited primarily by Instagram). Minus those Kardashians and E! overall might be a very different story. In other words, keep them employed!
Ranking fifth and ninth, respectively, were more news franchises: Today on NBC (at 1.47 million total actions) and Good Morning America on ABC (1.07 million). And in between were TMZ from Warner Bros. Domestic Television Distribution (#6 overall: 1.26 million total actions) and The Daily Show on Comedy Central (#7: 1.14 million).
Capping off the Top 10 Total Social Actions ranking was recent CW returnee The Originals, which for fans of recently departed parent series The Vampire Diaries are a key example of why success is no longer just about the traditional Nielsen ratings.
Unlike the aforementioned entries, which do have traditional Nielsen ratings, audience data for digital streamers is not available publically, which is all the more reason why these social metrics from Shareablee are so pivotal.
Netflix owned the Top 5 spots this week. Orange is the New Black, which returns with the upcoming fifth season of original episodes available for streaming on June 9, remained No. 1 with 277,699 total actions (with 3 posts, all on Instagram).
Comedy Grace and Frankie, featuring Jane Fonda and Lily Tomlin, had 157,006 total actions, with 27 posts in conjunction with the season three episodes being made available for streaming on Friday, March 24. Next was Canadian mockumentary “Trailer Park Boys,” with a similar 154,846 total actions.
Capping off the top 5 were “Marvel’s Iron Fist” (80,659 total actions) and late night talker “Chelsea” (69,075), which will shift from three half-hour episodes per week in season one to a once-per-week extended episode in season two. Season two of “Chelsea” will premiere on Friday, April 14 and it will run for 30 weeks (just as season one did).
Outside of Netflix, there was one entry from Hulu in the top 10, sitcom “The Mindy Project” on Hulu, which at No. 9 overall (with 30,219 total actions) proves that the rules of success on a digital streamer can be quite different than on a broadcast network. The Mindy Project aired its first three seasons on Fox.
*image via www.chattsportsnet.com