Archive for the ‘Trends’ Category
Last weekend, we worked with ESPN to track tweets about the 2012 Winter X Games in Aspen, Colorado, held January 26 through January 29, 2012. It was a big event, accumulating 171,373 tweets over the four days of competition!
During last summer’s X Games, we tracked 188K tweets from 97K contributors, for an overall reach of 37.7 million. This year’s Winter X Games generated 171K tweets from 100K contributors and an overall reach of 37.9 million. Two days into these games, here were the stats:
Sadly, freeskier and X Games gold medalist Sarah Burke died a week before the games. ESPN aired a tribute for Sarah on Thursday night and the #CelebrateSarah hashtag was used in more than 3,500 tweets during the games.
Sunday, January 29, was a big day for the games, featuring the final competitions for two fan favorites – the Snowmobile Best Trick and Men’s Snowboard Superpipe. Athletes like Heath Frisby, Shaun White, and Justin Hoyer generated a lot of Twitter buzz, and Heath’s first-ever snowmobile front flip resulted in the highest tweet spike of the entire games (1,634 tweets per minute).
By the end of the Winter X Games, the most retweeted tweet was from @espn and referred to snowboarder Shaun White’s perfect score in the Snowboard Superpipe Final. It got 1,428 retweets and generated 3.3 million impressions.
It was a great four days! We’re already looking forward to next year.
The results are in – the Golden Globes were held last night and the Twitter traffic was off the charts! TweetReach, in partnership with mhCarter Consulting and the Hollywood Foreign Press Association, tracked and analyzed all of the tweets during the broadcast of the 69th annual awards show.
We watched for all mentions of Golden Globes during the broadcast and with close to 1 million tweets from almost 300,000 contributors generating over 2.2 billion impressions, the results came in at three times the Twitter volume we saw in 2011.
While “The Artist” and “The Descendants” walked away with most of the awards, what tweets drove the buzz? Check out the infographic below for the details!
We’re very excited to announce that we’re partnering with mhCarter Consulting and the Hollywood Foreign Press Association to track tweets about the 69th Annual Golden Globe Awards on Sunday, January 15, 2012.
Jenn will be tweeting live from the event in Los Angeles on Sunday, and we’ll post the final Twitter analysis here on our blog next week.
Last year, we tracked tweets about the 2011 Golden Globe Awards. Glee dominated Twitter during last year’s show, generating the most retweets and highest spikes in conversation volume throughout the event. Other popular topics included The Social Network, Toy Story 3, The Big Bang Theory, Natalie Portman and Justin Bieber. Overall, we tracked 300,000 tweets with a reach of 31.5 million during the three-hour broadcast in 2011. The 2012 show is already on track to be much bigger.
The 68th Golden Globes were a lot of fun last year and we can’t wait to see what people will be tweeting about this year. Our early bets? Ricky Gervais will certainly cause a stir as the show’s host; he’s already generating a lot of buzz and averaging more than 300 retweets per tweet. Ryan Gosling has been the subject of hundreds of Tumblrs during the past few months and is nominated in two categories, so he’ll probably garner some attention at the event. Glee will likely make a strong showing again this year, as Twitter historically loves Glee and other shows targeted to a young adult audience. What do you think? Got any predictions for popular Twitter trends during this year’s Golden Globes telecast?
Read our full press release here.
We often use TweetReach to track the success rates of TV shows and other major media events. We thought it would be interesting to analyze the tweets during last night’s Iowa Caucuses for the Republican nomination for President. As you know by now, former Massachusetts Governor Mitt Romney beat Rick Santorum by just a few votes, and Ron Paul came in third. Could Twitter activity have been used to predict the winner?
Last Friday, we started tracking all tweets that mentioned any of a candidate’s Twitter accounts (personal and campaign), the major news networks’ coverage of the caucuses, and hashtags such as #iacaucus that were used by the major news media and others in their tweets.
Interestingly, the overall Twitter volume about the caucuses was pretty low. In fact, we often track more tweets in an hour about a single TV show than we have in five days about all nine candidates. Nevertheless, early on in the evening we predicted a win by Mitt Romney or Ron Paul based on early Twitter activity and retweets.
Overall tweet volume, the number of unique contributors (people who have tweeted about a topic), reach, exposure, and the retweet rate (average number of retweets per tweet) can be useful indicators for deciding what topics are most popular on Twitter. But can they help predict results in Iowa? Here’s how the data shook out for the six major candidates:
Based on overall reach, Romney, Santorum, and Paul came in as the top three candidates, mapping directly to the final caucus results. Based on this analysis, reach seems to be a good indicator of success. But, since much of this reach can be attributed to mentions by major news media accounts, it’s more likely that Twitter activity is merely descriptive of what is happening. Nevertheless, the percentage of total reach from the major candidates ended up being very close to the actual caucus results:
Also noteworthy, despite having over 2.5x the tweet activity of Romney or Santorum, Ron Paul only had the third highest reach. Paul also had over 1.5x the contributors and the highest retweet rate of the candidates, more likely an indication of his support among younger voters and their engagement on Twitter. But, a larger follower count and more activity on Twitter don’t necessarily help predict a winner.
Other fun facts, the most retweeted tweet in our analysis came from Ron Paul’s account, and mentions Jon Huntsman who didn’t actively campaign in Iowa:
And, the second-most retweeted tweet came from Robert Reich, professor at University of California at Berkeley and former United States Secretary of Labor:
Studies have shown that Americans use social media to follow politics. As the primary season unfolds, we’ll continue to analyze the Twitter activity of the major candidates and report back on what we find. In the mean time, we’d love your feedback!
Up next in our series of posts about what Twitter can tell us about new fall TV is an analysis of the most recent show to premiere, ABC’s Once Upon a Time. What did Twitter think of ABC’s new fairy tale drama? Let’s find out!
One of the last shows to premiere this fall season, Once Upon a Time aired for the first time on Sunday. Its premiere episode got really great ratings, garnering 12.8 million viewers and scoring a 3.9 rating in the desired 18-49 demo. To put that in context, TV|Line writes:
Once‘s tallies represent almost double what Extreme Makeover: Home Edition last did in the Sundays-at-8 slot. In fact, it’s ABC’s biggest audience in the time period with regular programming since March 2008 and its best 18-49 performance there in three years.
So, according to traditional TV audience ratings, the premiere of Once Upon a Time was a huge success for ABC. But what did the Twitterverse think? Were the Twitter ratings as high as the Nielsen ratings?
On Sunday, October 23, 2011 (the day of the first episode’s premier), 14,353 tweets about the show from 12,033 different people generated a reach of 6.55 million. Those are terrific numbers, with lots and lots of unique contributors, a healthy tweet volume, and an impressive reach. For comparison, here are the numbers for the premieres of two similar ABC shows (all three are hour-long dramas).
While Pan Am generated nearly twice as many tweets as Once Upon a Time on its first day, those tweets were posted by a smaller group of people and generated a much smaller reach. Revenge, which has already been picked up for a full season on ABC, generated fewer tweets, but had a very large reach. The size of both the contributor pool and the audience for those contributors’ tweets (as measured by reach) can tell us a great deal about a show’s popularity, particularly if we watch how these metrics trend over time. Take these graphs for recent tweets about ABC’s Pan Am and Revenge, showing tweets from 9/14 through 10/22, encompassing the first five episodes of both shows.
The spiky green graph represents tweet volume by day for each show, with large spikes on the day the show airs on television. The blue area represents weekly reach for each show. While the scales for the two shows differ, you can see a steady and alarming decline in both reach and tweet volume for Pan Am, after some initial interest during the first two shows. In contrast, Revenge seems to be picking up steam recently and is settling in to a solid pattern. (Note that reach plummets for both graphs on the right because the current week has just started, so weekly reach data is incomplete.)
But back to Once Upon a Time. Sure, the metrics for its first show look good, but what do the tweets about it actually say? Here are a few of the most-retweeted tweets.
Generally, most tweets with any opinion included a similar positive sentiment. It’s still very, very early – the show only premiered yesterday – but these tweets are definitely a good start. And of course, not everyone loved the show. Below are a few examples of less-than-glowing reviews. But even most of the popular negative sentiment tweets weren’t really all that negative, which is certainly a good sign (compare that to tweets about the now-canceled Playboy Club, which saw lots of highly negative tweets).
So, we’ll keep an eye on this show as it finds its footing in ABC’s Sunday night lineup. It’s still way too early to decide if this show will eventually get the axe or not, but based on early reactions, I predict that ABC will keep it around, at least for now (and based on that graph above, it’s probably safe to bet that Pan Am will be canceled soon). We’ll see how both shows do over the next few weeks.
Did you watch Once Upon a Time? What did you think?
By now you’ve probably seen one of our posts about this season’s new fall TV shows. For a few weeks, we’ve been using TweetReach to track tweets about all 25 new shows (we’re down to 22 now), and using the tweets to try to predict which ones will be canceled. And we thought it would be fun to bring a guest blogger who knows even more about TV than we do to help make predictions.
So, welcome Adam Rucker to the TweetReach blog! Adam’s been blogging and making videos about TV and pop culture for a long time. He’s even appeared on TV a few times. Here on our blog, Adam will sharing some of his – and Twitter’s – thoughts on new fall shows. And if you like what you see here, you can find Adam on Twitter at @ruckermore, on his YouTube channel, and on his blog.
This week, Adam takes on FOX’s new show, Terra Nova. Will it be canceled? Let’s see what Adam thinks!
One of the biggest bets of the fall season is the one FOX took on its new sci-fi series Terra Nova. The show, which begins in the year 2149, stars Jason O’Mara as the head of a family that travels 75 million years into the past to live amongst the dinosaurs in “Terra Nova.”
The premise of the show is exciting in nature: super director Steven Spielberg produces the time-traveling mix of Lost, Jurassic Park, and Avatar. It’s also the most expensive new show in production this year with a pilot that cost a rumored $20 million to create and subsequent episodes that cost around $4 million each.
Unlike most shows, FOX ordered 13 episodes of Terra Nova when the original pilot was greenlit, meaning it’s unlikely that FOX will pull the plug on the show before it shows all the episodes it’s already paid for. Still, it is the viewer response to these episodes that will determine if FOX decides to continue pouring money into its investment or fill Terra Nova’s valuable Monday night time slot with another spinoff of Hell’s Kitchen starring Gordon Ramsay.
So what is the Twitter world saying about the big budget drama? In its first week on the air, Terra Nova generated nearly 90,000 tweets from more than 50,000 contributors reaching about 18.2 million people, which is nearly 10 million more than reached the recently cancelled Playboy Club (12K tweets from 9K contributors, with a reach of 8.6 million). Interestingly, the several weeks since the premiere haven’t generated much more attention for the show. In total, 111,000 tweets have reached 20.7 million pairs of eyes. But the attention doesn’t mean anything if it’s bad attention.
A look at the top four highest exposure tweets includes three from Entertainment Weekly linking to articles on the show, but number four is a simple review from English television host, Jonathan Ross:
This tweet was retweeted 111 times, reaching even further beyond @wossy’s own 1.2 million followers.
A tweet by E!’s television critic, Kristin Dos Santos, mocking the show’s inferiority to one of her favorites, Lost, reached her 73,000 followers and was retweeted 28 times.
Personally, I wasn’t a huge fan of the show either. Despite the big bucks spent on production, it came off as cheap and even cheesy in some parts.
But to be fair, not all of the Twitterverse had bad things to say about the show. Drew Carey’s positive review went out to his 627,000 followers and gained a spot as one of the highest exposure tweets about the show.
But what does it all mean anyway? For an expensive show like Terra Nova, my guess is a lot. A thumbs up or thumbs down from any one of these influential tweeters could very easily result in the loss or gain of hundreds of thousands (or in some cases, millions) of viewers. While various reports show that Terra Nova’s ratings have been “respectable,” there’s no getting around the fact that it is up against some stiff competition, including ABC’s ratings behemoth, Dancing with the Stars.
It just depends on what FOX executives are looking for. The network recently picked up its new comedy series, New Girl starring Zooey Deschanel, for a full season. While the budget of this good-natured, apartment-based comedy is probably a tenth of Terra Nova’s (and also generated far fewer tweets and tweeters), New Girl has reached nearly two million more Twitter users during its time on the air.
There’s still time for Terra Nova (at least 10 more episodes), but my guess is that, unless it gains a devoted following (quickly), FOX is going to stop paying the bills and its 13th episode will probably be its last.
Do you think Terra Nova is headed for extinction? Leave your thoughts in the comments!
This week, NBC announced that it’s canceling both The Playboy Club and Free Agents. So, our question is, did the tweet numbers predict this? The answer is a resounding yes in the case of Free Agents, but in the case of The Playboy Club, the answer is slightly less obvious.
In its first week on the air, The Playboy Club garnered more than 12K tweets from 9K contributors, generating a reach of more than 8.6 million. And during the last three weeks, there have been more than 36K tweets posted about the show. These are not insignificant numbers; The Playboy Club consistently fell in the middle of our rankings based on volume, reach and contributors. But the picture looks less rosy when we dig into some of the tweets about the show and who’s posting them.
@HughHefner and other Playboy-affiliated accounts drove much of the conversation about the show. Hefner tweeted 30 times in three weeks about it, generating 22% of all tweet impressions about The Playboy Club. Other popular tweets called The Playboy Club a poor imitation of Mad Men and made jokes about not watching it. More than 8K tweets were posted the day the show was canceled, making it the highest volume day so far for the show. That’s probably not a good sign – more people talked about the show being canceled than the show’s premiere.
As for Free Agents, it was one of the three shows we discussed last week as a sure bet for early cancellation. It didn’t receive much attention on Twitter, only generating 8,900 total tweets over three weeks. And the little conversation it did spark was pretty lukewarm – no one seemed to love it and no one seemed to hate it – and even the cast seemed to sense the show would be canceled. Here’s a tweet from the show’s leading actor, @HankAzaria:
So, really, no surprises there. And now we wonder, what show will be canceled next? Will it be FOX’s big and boring Terra Nova? Some of the quieter CBS shows like A Gifted Man or Unforgettable? Or will it be one of CW’s relative duds like H8R or Ringer? We’ll know soon, and we’ll keep you posted.
Today, Apple held a 90-minute event announcing their new iPhone and operating system upgrades. We tracked 319K tweets about the iPhone event, generating a reach of 40.3 million and 522 million impressions, from more than 175K different Twitter accounts.
Here’s a quick graph of tweet traffic during the iPhone event (graph times are in CDT). The first big spike hit 11,200 tweets per minute (tpm) at the announcement of iOS 5 coming to devices on October 12. The second major spike happened when the new iPhone 4S was officially announced, hitting 13,000 tweets per minute. During the 90-minute presentation, tweet volume was sustained well above 4,000 tpm. That’s pretty huge, if you’re wondering.
The most retweeted tweets were typically sarcastic comments about the new phone or detailed updates from the event. Here are the top two tweets in terms of retweets (with 845 and 786 retweets, respectively).
So far, 20 of this fall’s 25 new network shows have aired. We’ve been tracking tweets about all 25 shows for more than two weeks and today it’s time to check in with our data and see how the shows are doing. I’m going to take my first guesses at which new shows will be cancelled this season, based on a few of our standard quantitative TweetReach metrics. A few caveats before we begin, however…
First, since these shows premiered and air at different times, these initial metrics will be somewhat biased towards the shows that began the earliest in the season. In the next few weeks, this advantage will disappear, but for now, take these numbers with a grain or two of salt. Consider them directional indicators for now. And I’m not including stats for the five shows that haven’t aired at the time of posting. Second, different networks have different audience and revenue expectations from their shows. So just because one show has a smaller reach does not mean it’s less successful than a show with a larger reach on a different network or targeted to a different audience. Finally, this week’s predictions are based on numbers only – we’ll get into the more qualitative and content-based data next week. A terrible show can still generate nearly as much conversation on Twitter as a really good one, and we’ll sort out some of those distinctions in future posts.
So, on to the predictions! I’m going to try a few different models this week to get started. I’ll update these predictions next week when we have more data.
Cancel the lowest performing show on each network, based on reach:
- ABC – Suburgatory* (14.1M)
- CBS – A Gifted Man (3.0M)
- CW – Ringer (6.0M)
- FOX – Terra Nova (16.5M)
- NBC – Free Agents (3.3M)
*ABC still has three shows yet to air, so any of them could take over the lead in this position. Also, Suburgatory premiered just last night, so it could easily catch up to its peers in the next week or two.
Cancel the overall lowest performers, based on tweet volume:
1. CW – H8R (1K tweets)
2. CBS – A Gifted Man (3K tweets)
3 (tie). CW – Ringer, NBC – Free Agents, NBC – Prime Suspect (5K tweets)
4. CBS – Unforgettable (6K tweets)
5. ABC – Suburgatory (8K tweets)
Cancel the shows with the fewest people talking about them, based on unique contributors:
1. CW – H8R (<1K)
2. CBS – A Gifted Man (2K)
3 (tie). CW – Ringer (3K), NBC – Free Agents (3K)
4. NBC – Prime Suspect (4K)
5. ABC – Suburgatory (6K)
6. NBC – Whitney (7K)
Based on these three lists, I’d consider A Gifted Man, Free Agents, and Ringer pretty sure bets for cancellation. They show up in all three categories. (I’m giving Suburgatory one more week before we count it out, since it just started yesterday and the others have had more time to generate conversation.) And it’s not looking good for H8R or Prime Suspect either.
Finally, since I’d hate to end this post without saying something about the shows that are doing well on Twitter, here’s a few stats about some of the top performing shows.
The top five shows that seem safe, based on highest reach:
- X Factor (37.3M)
- New Girl (21.5M)
- Charlie’s Angels (19.6M)
- Revenge (17.3M)
- Terra Nova (16.5)**
**While Terra Nova is FOX’s lowest performing show so far (it’s competing against the X Factor and New Girl), it still has a higher reach than most of the other shows.
The top five shows that seem safe, based on unique contributors:
- FOX – X Factor (73K)
- FOX – New Girl (40K)
- FOX – Terra Nova (37K)
- ABC – Revenge (26K)
- ABC – Pan Am (25K)
We just learned that FOX’s New Girl was picked up for a full season. Based on the tweets, that seems like a good choice. It’s also looking pretty good for NBC’s Up All Night, CW’s The Secret Circle and Hart of Dixie, and CBS’ 2 Broke Girls, but I wouldn’t count my predictive chickens before they hatch. We’ll see what the tweets can tell us after another week of these shows.
So, what do you think? Have you seen any of these shows? Do these lists ring true with your experience? Tell us which shows you think will be cancelled (or picked up) in the comments.
Until next week, happy watching!
Recently, TweetReach customer Exposed PR, along with C&I Studios, ran a very creative promotion with their client IKEA. We love to highlight interesting – and successful – PR campaigns, so read on for more about this cool promotion.
In July, Exposed PR and C&I Studios teamed up with IKEA to organize an in-store scavenger hunt with an online twist. Called Capture the Catalog, this promotion pitted 11 teams against each other in a scavenger hunt at the IKEA store in Sunrise, Florida, just outside Fort Lauderdale. Teams competed to complete a set of tasks in the store, and tweeted about their achievements as they went, trying to get as many retweets as possible. The teams were competing to see who could generate the most impressions on Twitter in 90 minutes. Exposed PR used TweetReach to track these tweets and measure each team’s impressions. They generated more than 8 million impressions in just an hour and half, reaching more than 700,000 unique Twitter accounts!
We talked to Sara Shake of Exposed PR, one of the creators of this promotion, to understand more about where this clever idea came from and how everything went.
First, tell us a little about the IKEA Capture the Catalog Tournament. What was the goal of this promotion?
The goal of the Ikea promotion was to launch their 2012 Catalog. As a company, Ikea has a few different times throughout the year that are extremely important, and their catalog launch is the biggest. We wanted a creative way to get the word out that didn’t include the typical Media Day festivities that they had done in the past.
How did you come up with the idea for this promotion?
I share my office with a company called C&I Studios. It’s not unusual for us at the end of the day to start speaking in terms of “What If.” Once we’ve completed all the work for the day, we always try to spend sometime just brainstorming without the limitations of the clients that we currently service. We don’t think about location or budget, we just bounce ideas until something sticks. We call these ideas our 5 O’Clock Miracles.
This idea came largely from my frequent frustration with traditional media… We (Joshua Miller from C&I Studios and I) thought there has to be a better way to get the word out, without the help of traditional media. Then we thought about how competition drives people. The original concept was Capture the Flag (which is where Capture the Catalog came from), but it evolved into a scavenger hunt. We knew we needed a forward-thinking brand to latch onto the idea…and this was just about the time that you started hearing about Ikea letting the cats loose in Sweden. We said “We need a brand like Ikea!” We were lucky enough to have one in the neighborhood, so we just called.
The first-place winner was the team with the highest number of impressions of their unique hash tag during the 90-minute scavenger hunt.
What role did TweetReach play in this promotion?
TweetReach was instrumental in the Capture the Catalog tournament. We were able to set up a Tracker to live-track every team’s (there were 11) hashtag throughout the tournament. This way we were able to make announcements like, “So and so is in the lead with 350,000 impressions.” We also announced every time that we reached another million impressions of the combined hashtags. We took snapshot reports for each hashtag at the end of the tournament and that’s how we determined the winner.
What would you change for next time?
We would just find a way to make it bigger and better.
What went well? Was there anything you were particularly proud of?
We were really proud of the teams; they went all out. It was also an amazing experience to work with Ikea as a brand. They believed and bought into the vision, and took it to an entirely different level. From the graphics and signage they produced, to the staff that manned each clue, to the prize that they provided to our winners, it was totally refreshing to work with a brand that didn’t cut a single corner. They were exceptionally thoughtful down to the last detail.
What did IKEA think?
They loved it! In a Miami Herald article about the event, Chantal Nichtawitz, marking manager at Ikea Sunrise, said, “We were certain that the event drove traffic to the store. That Saturday we had one of the biggest Saturdays we’ve seen in over a calendar year.”
Do you have any recommendations or tips for someone running their own promotion or contest on Twitter?
The key is finding the right brand and participants.