Facebook Reveals the New Fall TV Shows Generating the Most Buzz (Exclusive)

Facebook TV Buzz

'SHIELD,' 'Hollow" lead all new series in chatter levels on the social network

The most-watched new TV shows launching this fall are also making a splash on Facebook, according to data the social-network giant released exclusively to Variety on Thursday.

The biggest launches at each of the four broadcast networks comprise the top four series that generated the most chatter on Facebook, which measured the conversations through new tracking tools introduced last month.

ABC’s “Marvel’s Agents of SHIELD” led the field among new fall TV series launched prior to October, generating 1.13 million “interactions,” defined as the total number of comments, posts and Facebook “likes” about a show, during a 48-hour period beginning with the series’ premiere date. There were 717,690 Facebook users talking about the premiere episode, which opened to an impressive 12.1 million viewers on Sept. 24.

Fox’s “Sleepy Hollow” was a close second with over 932,000 interactions from over 582,000 users. The drama series has been the most successful new launch for Fox, which ordered a second season Thursday.

While CBS comedy “The Crazy Ones” (254,310/211,552) and NBC’s “The Blacklist” (216,678/168,940) finished third and fourth, respectively, there was a steep fall-off in social chatter after “Hollow,” which drew more than three times the interactions that “Crazy” did. “Crazy” and “Blacklist” have been the biggest series premieres this fall from CBS and NBC, respectively.

SEE ALSO: Facebook Is Sharing TV Chatter with Networks But What Does It Really Mean?

Conversely, the series that have fared the worst in the TV ratings among new launches saw the lack of impact play out in their social footprint as well. Sluggish performers including CBS’ “We Are Men,” ABC’s “Lucky 7” and Fox’s “Dads” saw the least activity on Facebook. Even a pair of new premium-cable series, HBO’s “Hello Ladies” and Showtime’s “Masters of Sex,” drew stronger social traction despite being available in far fewer U.S. homes.  (A more complete list is provided below.)

While it might seem obvious that social-activity levels would correspond with TV ratings, programmers keen to spread the word about their new series haven’t always seen a 1:1 relationship between the two. Some popular series don’t necessarily attract big social followings, and some programs have social followings that are disproportionately larger than than their viewing audiences, which can be a matter of demographic skew or genre appeal.

Social platforms like Facebook and Twitter are getting more aggressive about tracking TV-related activity across their platforms in their bid to establish themselves for marketer dollars and partnerships to networks and studios such as a first-of-its-kind pact with ABC series “Dancing With the Stars.” Earlier this week, Facebook reportedly began sending data reports to the broadcast networks illustrating the kind of data shared with Variety.

Last month, Facebook issued new measurement tools: a public feed API that captures conversations happening on the Facebook feeds of celebrities, brands and users whose profiles are not private, and a keyword insights API that aggregates conversations happening across all Facebook profiles on a certain topic via status updates, comments and likes.

The data provided to Variety did not include series premieres in October, which to date have included NBC’s “Ironside” and ABC’s “Super Fun Night.”

1. Marvel’s Agents of SHIELD 1.3 million / 717,690
2. Sleepy Hollow 932,000 / 582,000
3. The Crazy Ones 254,310 / 211,552
4. The Blacklist 216,678 / 168,940
5. Michael J. Fox Show 159,206 / 122,024
6. The Goldbergs 137,780 / 101,614
7. Brooklyn Nine-Nine 85,981 / 64,921
8. Hello Ladies 80,593 / 57,599
9. Masterchef Jr. 76,457 / 60,186
10. Back in the Game 57,201 / 45,535
11.  Trophy Wife 52,254 / 39,539
12. Masters of Sex 44,057 / 32,066
13. Betrayal 42,499 / 31,747
14. Mom 39,906 / 30,772
15. Hostages 38,488 / 29,474
16. We Are Men 38,065 / 28,958
17. Lucky 7 35,656 / 26,909
18. Dads 35,378 / 27,286

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  1. SFSolstice says:

    I will believe the validity of these numbers beyond just being interesting when Facebook becomes a content network and makes all available shows available for viewing on their website. Now that would be some real tracking numbers for the internet generation. In the meantime, I will just enjoy my cable TV while Facebook continues in its most important role = as the soft light for my TV viewing area.

    • Rena Moretti says:

      Very funny SFSolstice.

      What is a little sad for someone like me who’s been following TV ratings for years is that if TV viewing really does go the way of Netflix, it will be the end of reliable numbers. There will be only “hits” (like there is today in the PR spin) with no way to find out if they’re real (like with theatrical movies today where numbers are unverifiable).

  2. Rena Moretti says:

    And yet, that hype title didn’t prevent Agent of SHIELD from predictably (it’s a Joss Whedon show) drop like a stone in week two.

    Social media numbers are meaningless except for PR people to try and pass off their flops for hits.

    Please stop going along with the mis-information.

  3. Chris says:

    I find this very interesting. Any plans to continue posting these numbers?

  4. xfiler93 says:

    I haven’t seen anything yet I am impressed with. Just more drivel from non original Hollywood.

    • Rena Moretti says:

      Xflier93: Sadly I agree with you. The press keeps telling us we’re in a Golden Age of TV, but I think around the time of X-Files we were at the end of the Golden Age (with X-FIles IMO being Golden for its first 4 wonderful seasons).

  5. cadavra says:

    Does it need to be pointed out that a lot of folks outside the 18-49 demo spend little time, if any, on Facebook? Oh, yeah, right, they don’t count ’cause they’re old.

    • Rena Moretti says:

      How terribly ageist of you, cadavra.

      Shame on you.

    • Rena Moretti says:

      It is sad that the ageist propaganda of Hollywood’s PR is taken as Gospel by the Hollywood press (and the press in general). Apparently it’s OK to be ageist in America. It’s the last refuge of the prejudiced (especially the Hollywood prejudiced who are sexist and racist in their actions but get to be ageist in their words).

      I may sound too harsh, but real ad buy numbers show that advertisers as a group don’t care about demo groups (ie. they all care, but about different groups so it all mixes in the wash).

      But for some reason, the press keeps pretending that’s not true…

    • TPAMP says:

      And a lot of people on facebook aren’t in the U.S (or we ignore the illegal downloading overseas ?)

      • Rena Moretti says:

        The issue is having meaningful numbers that cannot be tempered with.

        Twitter numbers do not correlate to anything as far as TV viewing and they can be manipulated (Siffy did that with its umpteenth Shark movie and generated “huge” Twitter movement and press coverage and yet didn’t have a single more viewer than usual).

    • xfiler93 says:

      And that most “young” people avoid Facebook? Oh yeah, there’s that.

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