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Digital Audience Ratings: Fallon’s “Ew!” is DAR Gold; ‘Walking Dead’ Marches Closer to Top

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

Digital Audience Ratings (DAR) – TV
Weekly Top 10 Monday Oct 6, 2014 – Sunday Oct 12, 2014

RANK LAST WEEK PROGRAM RATING(000)
1 1 The Tonight Show Starring Jimmy Fallon 33,533
2 7 Key and Peele 16,118
3 6 The Walking Dead 12,415
4 2 The Voice 11,897
5 4 Jimmy Kimmel Live 9,969
6 3 Last Week Tonight with John Oliver 7,949
7 Dancing with the Stars 7,381
8 Oprah: Where Are They Now? 6,632
9 American Horror Story 5,396
10 9 America’s Got Talent 5,343
Key
First time on the chart
Pinnacle Rank

Trending Monday Oct 6, 2014 – Sunday Oct 12, 2014

PROGRAM RATING(000) % CHANGE
Wipeout 3,825 +12,195%
Cristela 1,924 +4,196%
The Affair 715 +3,648%

 

Insights:

  • “The Tonight Show” took its musical skits to a whole new level this week thanks to Fallon and Will.i.am’s collaboration on a music video for the show’s recurring skit “Ew!” The video, shared on Facebook and YouTube, quickly became a hit on traditional music outlets including iTunes, Spotify, and the Billboard Trending 140 while accumulating over 10M views on YouTube alone. While a typical fixture at the top of the DAR charts, “The Tonight Show” increased its DAR by nearly 50% from last week’s strong showing.
  • Frightful TV premieres ruled the week as “American Horror Story” and “The Walking Dead” both premiered new seasons to monstrous levels of online fan engagement. Both shows saw the most engagement on Facebook and Instagram, where video content dominated on premiere days, and even the goriest photos caught fans’ attention. For “The Walking Dead,” fan excitement began well before the premiere, as the show’s engagement has led all other television programs on Facebook for the past month.
  • ABC’s “Wipeout” goes out with a bang for its recent season seven finale. The show added a slew of highlight clips from past episodes to their YouTube channel and Facebook page, landing the show on this week’s Trending Leaderboard.

 

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:

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

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 Top 10 and Trending Leaderboards for television represent the 7-day (Monday – Sunday) sum total of DAR 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 Trending Leaderboard surfaces the three programs that tracked the largest relative growth in DAR (from the previous 7-day measurement period), and are also in the top 25% based on absolute DAR.

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.

For other questions pertaining to methodology, contact ListenFirst Media.

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