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2011 New Fall TV Show Report Card
New Fall Shows
Network   Strengths                                                            Weaknesses

          ü  NBC has the first “diamond in the rough” with the Maria Bello    ü  NBC has challenges with viewer loyalty
              driven Primes Suspect                                            ü  Many NBC shows, like Up All Night, need some tweaking to
          ü  Up All Night has launched as the strongest comedy in                 really catch fans
              conversations across all the networks and was picked up for a    ü  Whitney is suffocating Prime Suspect, and we are calling this
              full season                                                          show the “social turkey” of the season
          ü  Of the 5 new shows, only 2 have promise for the season on        ü  NBC cancelled The Playboy Club (which was recommend to be
              NBC                                                                  avoided in earlier reports)

          ü  The X Factor and Terra Nova have a high number of
                                                                               ü  The new FOX shows are struggling with creating their own niche
              impressions
                                                                                   audiences, and viewers are having a hard time committing to a
          ü  New Girl was given a full-season order and has a strong
                                                                                   show
              following
                                                                               ü  All of the new FOX shows are recommended as “tentative” since
          ü  The X Factor judge L.A. Reid impressed viewers and is a break-
                                                                                   they all have very polarized conversations
              out hit with fans
                                                                                                                                                        Knowing the strengths and
          ü  ABC’s new dramas have been some of the most successful
                                                                               ü  ABC’s new shows don’t have as much conversation as The CW            weaknesses around a
                                                                                   and FOX
              with viewers
          ü  Revenge’s plot and acting were far richer than what viewers
                                                                               ü  The reboot of Charlie’s Angels has flopped heavily despite high      network’s programming
                                                                                   viewer anticipation and Facebook Fan Page “likes.” The content
              expected and as a result viewers are excited to see more
                                                                                   has not lived up to viewer expectation.                              lineup allows you to pick
                                                                                                                                                        the right partner for your
          ü  Person of Interest, despite low volume of conversation, is a
              recommended show
                                                                               ü  CBS dramas have the lowest volume of conversation out of all
                                                                                   the new dramas
                                                                                                                                                        broadcast and online
          ü  Poppy Montgomery’s acting in Unforgettable is attracting
              viewer attention
                                                                               ü  All of CBS’s new shows have highly polarized discussions
                                                                               ü  A Gifted Man is tentatively recommended, but based on the low
                                                                                                                                                        media investments. This
          ü  Kat Dennings is the reason for watching 2 Broke Girls                conversation this program is not a good investment
                                                                                                                                                        slide provides guidance
                                                                                                                                                        based on social data for
          ü  By premiering the shows earlier than other networks, CW
              shows were able to increase conversation and is the go to        ü    H8R is disliked by viewers
                                                                                                                                                        each of the five broadcast
              network to reach Millennials
          ü  Ringer is the most discussed new drama of the fall season
                                                                               ü    The Secret Circle is not making as much of an impact as
                                                                                     predicted, and struggles to find viewers that aren’t already The
                                                                                                                                                        networks based upon their
          ü  Rachel Bilson and Hart of Dixie reminded fans of early popular
              WB dramas like Gilmore Girls
                                                                                     Vampire Diaries fans                                               news shows premiering in
                                                                                                                                                        the fall.



                                  Go to www.networkedinsights.com/tvreport
                                  to buy the complete report that includes every new show on all 5 networks.

                                                                                                                                                                ©	
  2011	
  	
  Networked	
  Insights	
  
New Fall Shows
Summary

ü  CW shows, particularly Ringer, had the largest amount of pre-air conversation
ü  CW and NBC shows with early season premieres gave them a great advantage and their conversation is higher than the other
    networks
ü  The X Factor premiere had the largest impact on the FOX network conversation
ü  Despite ABC shows having the largest number of Facebook fans and CBS the lowest number of “likes”, new shows for both
    networks performed the same in the overall conversation	
  

Network-Level Comparison

                                                                                                                                                                                             ABC
	
  120,000	
  	
                                                                                                             CW	
  show	
  premieres	
                                      CBS
                                                                  CW	
  releases	
  new	
  show	
  trailers	
                                                                                CW
	
  100,000	
  	
                                                                                                                                                                            FOX

  	
  80,000	
  	
                                                                                                                                                  The	
  X	
  Factor	
  premiered	
  

  	
  60,000	
  	
  
  	
  40,000	
  	
  
  	
  20,000	
  	
  
            	
  -­‐	
  	
  	
  	
  
                                      8/27	
   8/29	
   8/31	
   9/2	
       9/4	
       9/6	
       9/8	
   9/10	
   9/12	
   9/14	
   9/16	
   9/18	
   9/20	
   9/22	
   9/24	
   9/26	
  




                                                                 Go to www.networkedinsights.com/tvreport
                                                                 to buy the complete report that includes every new show on all 5 networks.

                                                                                                                                                                                               ©	
  2011	
  	
  Networked	
  Insights	
  
New Fall Comedies
 Summary
 ü  The early premieres generated higher conversation
 ü  Free Agents had more conversation during the premiere and afterwards than Up All Night, a large majority of that conversation
     was discussing the show’s poor performance and the chances of its cancellation
 ü  Of all the new comedies to premiere, Whitney had the weakest and most negative conversation
 ü  2 Broke Girls and New Girl’s content and performances are frequently compared, but due to volume and
     sentiment 2 Broke Girls is the clear winner

 Show-Level Comparison

	
  30,000	
  	
  
                                                                                                                          Season	
  Premiere	
  
	
  25,000	
  	
                                                                                                                                                                         2 Broke Girls
                                                                                                                                                                                         Free Agents
	
  20,000	
  	
  
                                                                                                                                                                                         New Girl
                                                                                                                                                   Season	
  Premieres	
                 Up All Night
	
  15,000	
  	
  
                                             Some	
  blogs	
  menGon	
  the	
  plot	
  of	
  Free	
  Agents	
  
                                                                                                                                                                                         Whitney
	
  10,000	
  	
  

  	
  5,000	
  	
  

          	
  -­‐	
  	
  	
  	
  
                                    8/27	
   8/29	
   8/31	
   9/2	
   9/4	
   9/6	
   9/8	
   9/10	
   9/12	
   9/14	
   9/16	
   9/18	
   9/20	
   9/22	
   9/24	
   9/26	
  



                                                                        Go to www.networkedinsights.com/tvreport
                                                                        to buy the complete report that includes every new show on all 5 networks.

                                                                                                                                                                                  ©	
  2011	
  	
  Networked	
  Insights	
  
New Fall Dramas
Summary

ü             Dramas generate more conversation than comedies
ü             The second episode of Ringer had more conversation than any premiere of the new dramas
ü             The other two CW dramas, Hart of Dixie and The Secret Circle, were also highly discussed
ü             The Playboy Club’s conversations were focused on how viewers disliked the show. As of October 4th, the show was officially
               cancelled.



Show-Level Comparison
                                   A Gifted Man                             Charlie's Angels                          Hart of Dixie                     Pan Am   At a glance see each
                                   Person of Interest                       Prime Suspect                             Revenge                           Ringer   broadcast network’s lineup of
	
  90,000	
  	
                                                  New	
  Ringer	
  trailer	
  released	
                                                         new sows - their genre,
	
  80,000	
  	
                                                                                             Ringer	
  premieres	
  
                                                                                                                                                                 social impressions, sentiment
	
  70,000	
  	
                                                                                                                                                 and commentary based on
	
  60,000	
  	
                                                                                                                                                 research performed for each
	
  50,000	
  	
                                                                                                                                                 individual program by
                                                                                                                              Season	
  Premieres	
  
	
  40,000	
  	
                                                                                                                                                 Networked Insights Analysts
	
  30,000	
  	
                                                                                                                                                 who specialize developing
	
  20,000	
  	
                                                                                                                                                 strategies to optimize
	
  10,000	
  	
                                                                                                                                                 broadcast advertising.
        	
  -­‐	
  	
  	
  	
  
                                  8/27	
                9/3	
                          9/10	
                   9/17	
                     9/24	
  



                                                             Go to www.networkedinsights.com/tvreport
                                                             to buy the complete report that includes every new show on all 5 networks.

                                                                                                                                                                         ©	
  2011	
  	
  Networked	
  Insights	
  
Facebook Fans
Summary

ü  Shows with successful premieres, like Pan Am and Up All Night, have the largest post-premiere fan growth
ü  Shows that flopped with audiences, like Charlie’s Angels and Free Agents, have almost no fan page growth post-premiere
ü  Charlie’s Angels and The Playboy Club also prove that having lots of Facebook fans does not guarantee a show will win
    over viewers; the show’s content is still king
ü  ABC shows on average have the highest number of fans while CBS shows on average have the least amount


Week by Week Fan Growth

                                             8/31/2011         9/9/2011        9/16/2011       9/23/2010    9/30/2010
               200,000	
  


               150,000	
  


               100,000	
  


                50,000	
  


                       0	
  
                           Am        els      tor        ght     Ring
                                                                        er          ls        ie
                                                                               e Gir rt of Dix e Suspe
                                                                                                       ct   h8r       d Ma
                                                                                                                           n
                       Pan rlie's Ang he X Fac Up All Ni                   Brok        a         m              Gifte
                          Cha          T                                2            H       Pri             A




                               Go to www.networkedinsights.com/tvreport
                               to buy the complete report that includes every new show on all 5 networks.

                                                                                                                               ©	
  2011	
  	
  Networked	
  Insights	
  
Whitney                                                                                                                                         NBC, Comedy                     “To me, it seemed like the typical ‘new’
                                                                                                                                                                                       romantic-comedies that NBC has been
                                                                                                                                                                                       doing lately. Not my style of TV
 Summary                                                                                                                                                                               programming. Whitney Cummings is a
                                                                                                                                                                                       lot funnier doing her regular nasty
                                                          While Whitney had a great lead-in with the season premiere                       Recommendations                             stand-up comedy act.“
                                                          of The Office, the social conversation related to the show has                                                               - Avsforum.com
                                                                                                                                       ü  Avoid this program as the GRPs
                                                          been trending negatively since NBC’s poorly received
                                                                                                                                           are being inflated by The                   “Community premiered after the Office
                                                          summer ad campaign. This attitude has only increased
                                                                                                                                           Office’s season premiere and                originally too, and it was the highest
                                                          dramatically since the premiere. Recently the show was
                                                                                                                                           the social conversation is                  ratings of the show's history, so I don't
                                                          picked up for a full season by NBC, but due to it’s terrible
                                                                                                                                           trending very negatively                    take those Whitney numbers seriously.“
                                                          sentiment it has been picked as our “social turkey.”                                                                         - Absolutepunk.net

                                                                                                                                                                                       “Just saw the pilot for that Whitney
 Conversation                                                                                                                                                                          Cummings show on NBC. Good lord,
   	
  10,000	
  	
                                                                                                                                                                    the laughs were awful. I could only
                                                                                                                                                                                       stand a few minutes of it.“
        	
  8,000	
  	
  
        	
  6,000	
  	
  
                                                                                                          A                    TOTAL IMPRESSIONS: 71,633                               - Imdb.com
        	
  4,000	
  	
                                                                                                         A.  (9/22/11)	
  –	
  Season	
  Premiere	
  
        	
  2,000	
  	
                                                                                                                                                                “One of these things is not like the
               	
  -­‐	
  	
  	
  	
                                                                                                                                                   others: Community, The Office, Parks &
                                  8/27	
                               9/10	
                                   9/24	
                                                                 Recreation and Whitney.“
                                                                                                                                                                                       - Democraticunderground.com
 SenGment	
                                  27%	
                                          70%	
  
                                                       PosiGve	
     NegaGve	
         Neutral	
  

 Themes
                                                                                                                                                                                      Better understand the social
                                                                                                      Whitney                                                                         audience developing around
                                                                                                                                                                                      unaired broadcast programs to
                       30%	
                                                      28%	
                                     22%	
                                  20%	
              uncover advertising opportuni-
      Questionable Fit for TV                                         Good Rating Unreliable                      Live Audience was Distracting         Bad Fit with NBC Comedies
                                                                                                                                                                                      ties and better inform ad buying
ü  Viewers enjoyed Whitney                                 ü  Viewers suggested other NBC                     ü  The laughs of the studio          ü  Viewers discussed only      decisions. This report provides a
    Cummings and will watch                                     comedies inflated the ratings for                   audience was hard for some            watching Whitney because
    the show just to see her                                    Whitney                                             viewers to sit through                it is on around the other   comprehensive profile of fan
ü  Viewers found that her                                  ü  Advertisements brought viewers in,              ü  Viewers discussed that this           NBC comedies they prefer    sentiment, the volume of online
    humor was a bad fit for TV                                  but may not keep them                               style doesn’t fit time slot                                       conversations, the key topics
                                                                                                                                                                                      within those conversations and
                                                                                                                                                                                      recommendations.
                                                                     Go to www.networkedinsights.com/tvreport
                                                                     to buy the complete report that includes every new show on all 5 networks.
                                                                                                                                                                                          ©	
  2011	
  	
  Networked	
  Insights	
  
Methodology
Audience Definitions
Audiences	
  are	
  defined	
  by	
  idenGfying	
  sites	
  that	
  exhibit	
  strong	
  contextual	
  relaGonships	
  and/or	
  are	
  visited	
  by	
  users	
  with	
  shared	
  
affiniGes.	
  This	
  set	
  of	
  sites	
  consists	
  of	
  locaGons	
  that	
  most	
  effecGvely	
  capture	
  the	
  audience	
  engaging	
  around	
  topics	
  within	
  a	
  
specified	
  domain.	
  Defining	
  an	
  audience	
  allows	
  Networked	
  Insights	
  to	
  reduce	
  the	
  noise	
  prevalent	
  in	
  social	
  media,	
  including	
  spam	
  
and	
  duplicate	
  data,	
  allowing	
  for	
  idenGficaGon	
  of	
  true	
  insights.	
  
	
  

Conversation Metric
Keywords	
  and	
  phrases	
  are	
  used	
  to	
  categorize	
  topics	
  and	
  themes	
  that	
  appear	
  in	
  social	
  media	
  conversaGons	
  on	
  blogs,	
  forums,	
  
microblogs	
  and	
  social	
  networking	
  sites.	
  Categories	
  are	
  idenGfied	
  by	
  Networked	
  Insights’	
  proprietary	
  Topic	
  Discovery	
  Engine	
  
(TDE)	
  in	
  conjuncGon	
  with	
  analysis	
  from	
  our	
  social	
  media	
  analyGcs	
  team.	
  	
  Once	
  individual	
  topics	
  have	
  been	
  isolated,	
  TDE	
  is	
  used	
  
to	
  discover	
  sub-­‐themes,	
  and	
  various	
  metrics	
  (post	
  volume,	
  impressions,	
  senGment,	
  etc.)	
  are	
  provided	
  as	
  needed	
  for	
  each	
  topic.	
  
	
  

Impressions
Impressions	
  are	
  a	
  calculaGon	
  of	
  the	
  number	
  of	
  social	
  menGons	
  of	
  a	
  product/brand	
  that	
  visitors	
  to	
  social	
  networking	
  sites,	
  
forums,	
  blogs	
  and	
  microblogs	
  were	
  exposed	
  to.	
  	
  Impressions	
  provide	
  an	
  esGmaGon	
  of	
  how	
  social	
  media	
  are	
  consumed,	
  are	
  a	
  way	
  
to	
  account	
  for	
  the	
  vast	
  majority	
  of	
  social	
  media	
  users	
  who	
  do	
  not	
  actually	
  create	
  posts,	
  and	
  enable	
  us	
  to	
  look	
  beyond	
  post	
  counts	
  
to	
  gain	
  a	
  be_er	
  understanding	
  of	
  how	
  much	
  social	
  reach	
  a	
  topic	
  truly	
  has.	
  	
  Impressions	
  are	
  a	
  passive	
  measurement	
  tool	
  and	
  do	
  
not	
  necessarily	
  demonstrate	
  engagement.	
  As	
  with	
  other	
  basic	
  metrics,	
  it	
  is	
  important	
  to	
  layer	
  themaGc	
  insights	
  upon	
  
impressions	
  in	
  order	
  to	
  understand	
  what	
  drives	
  the	
  conversaGon	
  and	
  what	
  acGons	
  are	
  required.	
  	
  
	
  

Sentiment
Keywords	
  are	
  used	
  to	
  describe	
  brands	
  and	
  products.	
  Each	
  keyword	
  is	
  defined	
  by	
  Boolean-­‐search	
  strings	
  tuned	
  to	
  accurately	
  
capture	
  volume	
  of	
  conversaGon.	
  RaGngs	
  of	
  posiGve,	
  negaGve	
  and	
  neutral	
  are	
  assigned	
  to	
  a	
  random	
  sample	
  of	
  posts	
  in	
  order	
  to	
  
gauge	
  the	
  senGment	
  for	
  a	
  given	
  keyword.	
  	
  
	
  

Topic Discovery
A	
  mathemaGcal	
  approach	
  is	
  used	
  to	
  understand	
  what	
  themes	
  drive	
  conversaGon.	
  Advanced	
  clustering	
  technology	
  extracts	
  the	
  
key	
  sub-­‐themes	
  expressed	
  in	
  the	
  content	
  related	
  to	
  a	
  keyword.	
  A	
  qualitaGve	
  analysis	
  is	
  included	
  to	
  expose	
  what	
  is	
  really	
  driving	
  
theconversaGon	
  and	
  how	
  different	
  sub-­‐themes	
  interconnect.	
  
	
  
                                                                                                                                                                        ©	
  2011	
  	
  Networked	
  Insights	
  

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2011 New Fall TV Show Report Card

  • 2. New Fall Shows Network Strengths Weaknesses ü  NBC has the first “diamond in the rough” with the Maria Bello ü  NBC has challenges with viewer loyalty driven Primes Suspect ü  Many NBC shows, like Up All Night, need some tweaking to ü  Up All Night has launched as the strongest comedy in really catch fans conversations across all the networks and was picked up for a ü  Whitney is suffocating Prime Suspect, and we are calling this full season show the “social turkey” of the season ü  Of the 5 new shows, only 2 have promise for the season on ü  NBC cancelled The Playboy Club (which was recommend to be NBC avoided in earlier reports) ü  The X Factor and Terra Nova have a high number of ü  The new FOX shows are struggling with creating their own niche impressions audiences, and viewers are having a hard time committing to a ü  New Girl was given a full-season order and has a strong show following ü  All of the new FOX shows are recommended as “tentative” since ü  The X Factor judge L.A. Reid impressed viewers and is a break- they all have very polarized conversations out hit with fans Knowing the strengths and ü  ABC’s new dramas have been some of the most successful ü  ABC’s new shows don’t have as much conversation as The CW weaknesses around a and FOX with viewers ü  Revenge’s plot and acting were far richer than what viewers ü  The reboot of Charlie’s Angels has flopped heavily despite high network’s programming viewer anticipation and Facebook Fan Page “likes.” The content expected and as a result viewers are excited to see more has not lived up to viewer expectation. lineup allows you to pick the right partner for your ü  Person of Interest, despite low volume of conversation, is a recommended show ü  CBS dramas have the lowest volume of conversation out of all the new dramas broadcast and online ü  Poppy Montgomery’s acting in Unforgettable is attracting viewer attention ü  All of CBS’s new shows have highly polarized discussions ü  A Gifted Man is tentatively recommended, but based on the low media investments. This ü  Kat Dennings is the reason for watching 2 Broke Girls conversation this program is not a good investment slide provides guidance based on social data for ü  By premiering the shows earlier than other networks, CW shows were able to increase conversation and is the go to ü  H8R is disliked by viewers each of the five broadcast network to reach Millennials ü  Ringer is the most discussed new drama of the fall season ü  The Secret Circle is not making as much of an impact as predicted, and struggles to find viewers that aren’t already The networks based upon their ü  Rachel Bilson and Hart of Dixie reminded fans of early popular WB dramas like Gilmore Girls Vampire Diaries fans news shows premiering in the fall. Go to www.networkedinsights.com/tvreport to buy the complete report that includes every new show on all 5 networks. ©  2011    Networked  Insights  
  • 3. New Fall Shows Summary ü  CW shows, particularly Ringer, had the largest amount of pre-air conversation ü  CW and NBC shows with early season premieres gave them a great advantage and their conversation is higher than the other networks ü  The X Factor premiere had the largest impact on the FOX network conversation ü  Despite ABC shows having the largest number of Facebook fans and CBS the lowest number of “likes”, new shows for both networks performed the same in the overall conversation   Network-Level Comparison ABC  120,000     CW  show  premieres   CBS CW  releases  new  show  trailers   CW  100,000     FOX  80,000     The  X  Factor  premiered    60,000      40,000      20,000      -­‐         8/27   8/29   8/31   9/2   9/4   9/6   9/8   9/10   9/12   9/14   9/16   9/18   9/20   9/22   9/24   9/26   Go to www.networkedinsights.com/tvreport to buy the complete report that includes every new show on all 5 networks. ©  2011    Networked  Insights  
  • 4. New Fall Comedies Summary ü  The early premieres generated higher conversation ü  Free Agents had more conversation during the premiere and afterwards than Up All Night, a large majority of that conversation was discussing the show’s poor performance and the chances of its cancellation ü  Of all the new comedies to premiere, Whitney had the weakest and most negative conversation ü  2 Broke Girls and New Girl’s content and performances are frequently compared, but due to volume and sentiment 2 Broke Girls is the clear winner Show-Level Comparison  30,000     Season  Premiere    25,000     2 Broke Girls Free Agents  20,000     New Girl Season  Premieres   Up All Night  15,000     Some  blogs  menGon  the  plot  of  Free  Agents   Whitney  10,000      5,000      -­‐         8/27   8/29   8/31   9/2   9/4   9/6   9/8   9/10   9/12   9/14   9/16   9/18   9/20   9/22   9/24   9/26   Go to www.networkedinsights.com/tvreport to buy the complete report that includes every new show on all 5 networks. ©  2011    Networked  Insights  
  • 5. New Fall Dramas Summary ü  Dramas generate more conversation than comedies ü  The second episode of Ringer had more conversation than any premiere of the new dramas ü  The other two CW dramas, Hart of Dixie and The Secret Circle, were also highly discussed ü  The Playboy Club’s conversations were focused on how viewers disliked the show. As of October 4th, the show was officially cancelled. Show-Level Comparison A Gifted Man Charlie's Angels Hart of Dixie Pan Am At a glance see each Person of Interest Prime Suspect Revenge Ringer broadcast network’s lineup of  90,000     New  Ringer  trailer  released   new sows - their genre,  80,000     Ringer  premieres   social impressions, sentiment  70,000     and commentary based on  60,000     research performed for each  50,000     individual program by Season  Premieres    40,000     Networked Insights Analysts  30,000     who specialize developing  20,000     strategies to optimize  10,000     broadcast advertising.  -­‐         8/27   9/3   9/10   9/17   9/24   Go to www.networkedinsights.com/tvreport to buy the complete report that includes every new show on all 5 networks. ©  2011    Networked  Insights  
  • 6. Facebook Fans Summary ü  Shows with successful premieres, like Pan Am and Up All Night, have the largest post-premiere fan growth ü  Shows that flopped with audiences, like Charlie’s Angels and Free Agents, have almost no fan page growth post-premiere ü  Charlie’s Angels and The Playboy Club also prove that having lots of Facebook fans does not guarantee a show will win over viewers; the show’s content is still king ü  ABC shows on average have the highest number of fans while CBS shows on average have the least amount Week by Week Fan Growth 8/31/2011 9/9/2011 9/16/2011 9/23/2010 9/30/2010 200,000   150,000   100,000   50,000   0   Am els tor ght Ring er ls ie e Gir rt of Dix e Suspe ct h8r d Ma n Pan rlie's Ang he X Fac Up All Ni Brok a m Gifte Cha T 2 H Pri A Go to www.networkedinsights.com/tvreport to buy the complete report that includes every new show on all 5 networks. ©  2011    Networked  Insights  
  • 7. Whitney NBC, Comedy “To me, it seemed like the typical ‘new’ romantic-comedies that NBC has been doing lately. Not my style of TV Summary programming. Whitney Cummings is a lot funnier doing her regular nasty While Whitney had a great lead-in with the season premiere Recommendations stand-up comedy act.“ of The Office, the social conversation related to the show has - Avsforum.com ü  Avoid this program as the GRPs been trending negatively since NBC’s poorly received are being inflated by The “Community premiered after the Office summer ad campaign. This attitude has only increased Office’s season premiere and originally too, and it was the highest dramatically since the premiere. Recently the show was the social conversation is ratings of the show's history, so I don't picked up for a full season by NBC, but due to it’s terrible trending very negatively take those Whitney numbers seriously.“ sentiment it has been picked as our “social turkey.” - Absolutepunk.net “Just saw the pilot for that Whitney Conversation Cummings show on NBC. Good lord,  10,000     the laughs were awful. I could only stand a few minutes of it.“  8,000      6,000     A TOTAL IMPRESSIONS: 71,633 - Imdb.com  4,000     A.  (9/22/11)  –  Season  Premiere    2,000     “One of these things is not like the  -­‐         others: Community, The Office, Parks & 8/27   9/10   9/24   Recreation and Whitney.“ - Democraticunderground.com SenGment   27%   70%   PosiGve   NegaGve   Neutral   Themes Better understand the social Whitney audience developing around unaired broadcast programs to 30%   28%   22%   20%   uncover advertising opportuni- Questionable Fit for TV Good Rating Unreliable Live Audience was Distracting Bad Fit with NBC Comedies ties and better inform ad buying ü  Viewers enjoyed Whitney ü  Viewers suggested other NBC ü  The laughs of the studio ü  Viewers discussed only decisions. This report provides a Cummings and will watch comedies inflated the ratings for audience was hard for some watching Whitney because the show just to see her Whitney viewers to sit through it is on around the other comprehensive profile of fan ü  Viewers found that her ü  Advertisements brought viewers in, ü  Viewers discussed that this NBC comedies they prefer sentiment, the volume of online humor was a bad fit for TV but may not keep them style doesn’t fit time slot conversations, the key topics within those conversations and recommendations. Go to www.networkedinsights.com/tvreport to buy the complete report that includes every new show on all 5 networks. ©  2011    Networked  Insights  
  • 8. Methodology Audience Definitions Audiences  are  defined  by  idenGfying  sites  that  exhibit  strong  contextual  relaGonships  and/or  are  visited  by  users  with  shared   affiniGes.  This  set  of  sites  consists  of  locaGons  that  most  effecGvely  capture  the  audience  engaging  around  topics  within  a   specified  domain.  Defining  an  audience  allows  Networked  Insights  to  reduce  the  noise  prevalent  in  social  media,  including  spam   and  duplicate  data,  allowing  for  idenGficaGon  of  true  insights.     Conversation Metric Keywords  and  phrases  are  used  to  categorize  topics  and  themes  that  appear  in  social  media  conversaGons  on  blogs,  forums,   microblogs  and  social  networking  sites.  Categories  are  idenGfied  by  Networked  Insights’  proprietary  Topic  Discovery  Engine   (TDE)  in  conjuncGon  with  analysis  from  our  social  media  analyGcs  team.    Once  individual  topics  have  been  isolated,  TDE  is  used   to  discover  sub-­‐themes,  and  various  metrics  (post  volume,  impressions,  senGment,  etc.)  are  provided  as  needed  for  each  topic.     Impressions Impressions  are  a  calculaGon  of  the  number  of  social  menGons  of  a  product/brand  that  visitors  to  social  networking  sites,   forums,  blogs  and  microblogs  were  exposed  to.    Impressions  provide  an  esGmaGon  of  how  social  media  are  consumed,  are  a  way   to  account  for  the  vast  majority  of  social  media  users  who  do  not  actually  create  posts,  and  enable  us  to  look  beyond  post  counts   to  gain  a  be_er  understanding  of  how  much  social  reach  a  topic  truly  has.    Impressions  are  a  passive  measurement  tool  and  do   not  necessarily  demonstrate  engagement.  As  with  other  basic  metrics,  it  is  important  to  layer  themaGc  insights  upon   impressions  in  order  to  understand  what  drives  the  conversaGon  and  what  acGons  are  required.       Sentiment Keywords  are  used  to  describe  brands  and  products.  Each  keyword  is  defined  by  Boolean-­‐search  strings  tuned  to  accurately   capture  volume  of  conversaGon.  RaGngs  of  posiGve,  negaGve  and  neutral  are  assigned  to  a  random  sample  of  posts  in  order  to   gauge  the  senGment  for  a  given  keyword.       Topic Discovery A  mathemaGcal  approach  is  used  to  understand  what  themes  drive  conversaGon.  Advanced  clustering  technology  extracts  the   key  sub-­‐themes  expressed  in  the  content  related  to  a  keyword.  A  qualitaGve  analysis  is  included  to  expose  what  is  really  driving   theconversaGon  and  how  different  sub-­‐themes  interconnect.     ©  2011    Networked  Insights