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Donald Trump material continued to drive virality in (and out) of late night TV this week, with “SNL’s” “Voters for Donald Trump” clip attracting more Facebook engagement than any other political post this season.

The spoof ad generated more than 776K likes, shares and comments on Facebook, ranking as the most engaging political clip of the season and “SNL’s” overall third most popular clip behind the Kylo Ren clip and Beyonce’s “Formation” clip.

After generating nearly half a million shares, the clip racked up 21 million views, more than double the other top political posts of the season, including Will Ferrell as George W. Bush and Larry David’s Bern your Enthusiasm. The clip also performed well on YouTube, where it garnered nearly 6 million views and ranked third among political skits for the season.

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 Mar 7, 2016 – Sunday Mar 13, 2016

RANK LAST WEEK PROGRAM RATING(000)
1 1 The Voice 41,290
2 2 American Idol 6,961
3 3 Kitchen Nightmares 4,818
4 4 America’s Got Talent 3,889
5 6 America’s Funniest Home Videos 1,852
6 Agents of S.H.I.E.L.D. 1,625
7 5 Empire 1,490
8 7 The Simpsons 1,240
9 This Old House 1,177
10 10 Grey’s Anatomy 944

Cable/Streaming Monday Mar 7, 2016 – Sunday Mar 13, 2016

RANK LAST WEEK PROGRAM RATING(000)
1 Game of Thrones 31,944
2 1 Top Gear 7,494
3 2 Dance Moms 6,675
4 3 Lip Sync Battle 5,290
5 4 Key & Peele 5,120
6 6 The Walking Dead 3,778
7 7 Weediquette 3,544
8 5 Pretty Little Liars 3,038
9 7 Teen Wolf 2,457
10 8 Impractical Jokers 2,412

Late Night Monday Mar 7, 2016 – Sunday Mar 13, 2016

RANK LAST WEEK PROGRAM RATING(000)
1 1 The Tonight Show Starring Jimmy Fallon 41,939
2 2 Jimmy Kimmel Live! 32,267
3 5 Conan 24,037
4 4 The Late Late Show With James Corden 22,832
5 Saturday Night Live 21,342

Trending Monday Mar 7, 2016 – Sunday Mar 13, 2016

PROGRAM RATING(000) % CHANGE
The Ranch 597 +11,032%
The Catch 879 +3,631%
Game of Thrones 31,944 +1,918%

 

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.