-- Half (5) of the shows in the Networked Insights top 10 list do not
appear in the Nielsen list: Criminal Minds (2), NCIS (5), Brothers &
Sisters (6), Cold Case (7) and Family Guy (9)
-- Two and a Half Men has a strong hold on the top spot among online
audiences, but is a distant fifth in the Nielsen ratings. Strong online
engagement is due to Two and a Half Men's "quote following" -- a high level
of interaction around specific quotes from the show
-- Criminal Minds does not appear on the Nielsen top 10 list, but is the
second highest rated show on Networked Insights' list likely due to the
psychological nature of the show and its complex criminal storylines
-- Likewise, the second highest rated show on Nielsen's list, Desperate
Housewives, has very low engagement among the online audience due to the
lack of passion and pain in the show's content
The data shows that online engagement around television shows is
drastically different from offline viewership, demonstrating the
significance and influence of the social. For an advertiser, measuring the
social has shown that popularity on television does not equate to
interactions online. This is a different audience that needs to be marketed
and advertised to in a unique way from other mediums.
"As ad dollars continue to shift online from older forms of media, like TV,
advertisers need to know their audience on a far more granular level," said
Dan Neely, founder and CEO of Networked Insights. "Measuring the social
finally lets companies see their full online audience instead of just a
small sub-section, and this is a key shift in online audience measurement
that is making traditional measurement standards, like Nielsen, largely
irrelevant online."
Starcom USA -- a leading media agency responsible for media planning and
buying for some of the world's largest brands -- has subscribed to the
report and will leverage the insights therein towards a better
understanding of expanding, diversified consumer behaviors.
"In a world where people's media interactions are changing at an
unbelievable rate, we welcome additional perspective on how to strengthen
connections with our clients' consumer audiences," said Starcom Vice
President/Captivation Director John Lowell. "The report forces us to think
about the media landscape differently. Even if video content doesn't
originate online, we know its effects live on digitally, resurfacing in the
future -- being recycled, edited, recombined -- and, ultimately, being
experienced more deeply than we currently account for."
To gather data for this Measuring the Social report, Networked Insights
tapped more than 17,000 social media and social networking sites, which
included 3.5 million conversations per day and over 120 million unique
users. The Networked Insights ratings are compared to Nielsen's ratings
among 18- to 49-year-olds as this demographic aligns with the age range of
the vast majority of social media users.
For continued insights, subscribe to the Measuring the Social feed at
www.socialsights.com.
About Networked Insights
Networked Insights measures the social to drive more effective marketing,
by determining who to target and how to convert them. We tell you where
they are, the influence they carry and the language they use. Networked
Insights gives companies the ability to discover and act upon real-time
Customer Intelligence from a wide variety of social media sources,
providing truly customer-driven insight based on both content and social
behavior generated from customer-to-customer interactions. Previously,
companies gained customer information by asking predetermined questions or
proving company-generated hypotheses. Networked Insights puts the customer
at the center of the intelligence process so that companies can let the
customer decide what's important. Networked Insights is privately held and
based in Madison, Wisconsin. For more information, go to
www.networkedinsights.com.
Contact Information: Contact: LaunchSquad Jeremy Frank or Gavin Skillman insights@launchsquad.com 212-564-3665