‘Downton’ Final Season Debut Rallies Fans on Facebook

PBS’s “Downton Abbey” returned for its final season this week, leading to its debut on the Broadcast leaderboard.

The period drama scored more than 1 million engagements this week, with Facebook generating 43% of the activity after thousands of likes, shares and comments were given to countdown and Happy New Year posts.

The program also generated notable engagement on Wikipedia, where the show’s page saw nearly 102,000 page views throughout the week, tracking on par with other recent final seasons such as “Mad Men” (112k); On the day of the premiere, the series was the third most search-for TV program behind “Sherlock” and “Making a Murderer.”

Provided by ListenFirst Media, DAR – TV measures what entertainment content is resonating most across Facebook, Google+, Instagram, Tumblr, YouTube and Wikipedia combined. For more on the methodology behind DAR – TV, scroll to the bottom of the article.

Digital Audience Ratings (DAR) – TV
Broadcast Monday Dec 28, 2015 – Sunday Jan 3, 2016

RANK LAST WEEK PROGRAM RATING(000)
1 1 The Voice 14,906
2 2 America’s Got Talent 4,238
3 3 America’s Funniest Home Videos 2,987
4 5 Kitchen Nightmares 1,914
5 4 Empire 1,862
6 6 Shades of Blue 1,663
7 7 The Simpsons 1,327
8 Downton Abbey 1,000
9 9 Scream Queens 795
10 8 The Flash 648

Cable/Streaming Monday Dec 28, 2015 – Sunday Jan 3, 2016

RANK LAST WEEK PROGRAM RATING(000)
1 2 Top Gear 7,747
2 4 Dance Moms 7,170
3 1 Pretty Little Liars 6,593
4 5 Key & Peele 5,905
5 3 Lip Sync Battle 3,849
6 9 Teen Wolf 3,256
7 7 Beyond Scared Straight 2,489
8 10 The Walking Dead 2,379
9 Impractical Jokers 1,828
10 Henry Danger 1,786

Late Night Monday Dec 28, 2015 – Sunday Jan 3, 2016

RANK LAST WEEK PROGRAM RATING(000)
1 1 The Tonight Show Starring Jimmy Fallon 45,993
2 2 Jimmy Kimmel Live! 21,140
3 3 The Late Late Show With James Corden 15,574
4 5 Conan 11,138
5 4 Saturday Night Live 9,299

Trending Monday Dec 28, 2015 – Sunday Jan 3, 2016

PROGRAM RATING(000) % CHANGE
Restaurant Startup 167 +8,393%
Idiotsitter 150 +6,856%
Spotless 234 +2,981%

 

Jason Klein is the Co-Founder and Co-CEO of ListenFirst Media, a data and analytics company providing insights for brands. ListenFirst aggregates data streams from a wide range of digital, social, and traditional marketing sources to help brands optimize business performance.

Methodology:

ListenFirst Digital Audience Ratings (DAR) for Television are a raw aggregate of daily engagements based on owned, earned and organic consumer behavior on Facebook, Google+, Instagram, Tumblr, Wikipedia and YouTube. These engagements encompass metrics pertaining to audience growth, page/profile views, page-level and post-level interactions, hashtag volume and Wikipedia page views for all television program pages (which provides a proxy for organic search volume).

Organic conversation volume is calculated based on the use of official hashtags, as well as those hashtags submitted directly from programmers and distributors. Only hashtags where conversation can be isolated to a specific television program are included in the rating.

The Variety weekly leaderboards for television represent the 7-day (Monday – Sunday) sum total of DAR – TV for all episodic programming, in and out of season, from the most popular programmers (Broadcast, Cable, & Streaming Services). Sports, live events, short-form content and other non-episodic programming are excluded from this ranking cohort but available to be rated directly by ListenFirst Media.

The Broadcast and Cable/Streaming Originals leaderboards each surface the respective top ten primetime programs. The Late Night leaderboard surfaces the top five late night / variety genre programs, from across the programming universe. Streaming Originals are considered primetime cable programming.

The Trending Leaderboard surfaces the three programs that tracked the largest relative growth in DAR – TV (from the previous 7-day measurement period), and are also in the top 25% based on absolute DAR – TV, from across the programming universe.

ListenFirst monitors the official digital account owned by the program on each aforementioned platform (except for Wikipedia, where the title-specific profile is considered official). Only the U.S. version of a program’s digital presence is monitored; for platforms that support regional profiles like Facebook, the “Global” profile is considered the U.S. profile. Only profiles that can be attributed to the specific program contribute to the rating (i.e. engagements that happen on the profile facebook.com/LouieFX are tracked, while engagements that happen on facebook.com/FX are not). For YouTube, in addition to any program-specific presence, content related to the program in question that originated on the parent company’s official YouTube channel is considered.

Note: Twitter data has been removed from Digital Audience Ratings (DAR) for Television as of 10/7/2014.

For other questions pertaining to methodology, contact ListenFirst Media.

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