ABC, Showtime Dominate Scripted Shows On GetGlue Last Week

by Steve Smith, Oct 11, 2012, 9:10 AM

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CW’s “Supernatural” and Showtime’s “Dexter” kept the social media universe buzzing this week, as both shows generated the most GetGlue social media activity among scripted shows for network and cable respectively during the week of Oct. 1–7.

In charts of the top ten for network and cable programming at GetGlue, data provided by Trendrr showed 95,956 people socially engaged with the CW’s hit show, while the top cable scripted show, “Dexter” from Showtime had 63,470 social actions. Trendrr measures an aggregation of explicit GetGlue app check-ins, as well as stickers earned from engagement, comments, and reviews about the show.

While the CW led with the top show, in aggregate ABC was far and away the network with the greatest social resonance. For the week, the Disney-owned network gathered 336,063 social actions, compared to 247,849 for NBC programs, 217,141 for CBS, 215,832 for Fox and 139,361 for CW.

The season opener of “Once Upon a Time” proved especially strong for ABC, with 79,990 actions. One of the perennial leaders of GetGlue’s social TV charts last year, “The Big Bang Theory” was third among network shows, with 62,218 social actions. Fox’s most socially buzzworthy scripted program for the week was “Glee” (56,065 actions).

The most socially popular new network fictional program was NBC’s “Revolution,” with 47,397 actions.  In fact, that was the only new show to make the top ten at all.

A favorite among the social TV set from last year, “Dexter,” led the cable scripted shows for social actions with 63,479. FX’s “Sons of Anarchy” followed close behind with 63,479.

How and where and for what reasons people interact with one another on social media during TV shows is one of the hottest topics in TV and mobile marketing right now. Third-party social TV providers are vying for dominance in the category. GetGlue, an app that connects like-minded fans and awards stickers for social interactions, claimed recently that it generates more activity around scripted TV programming than does Twitter. GetGlue, which focuses on entertainment media, has been campaigning of late to separate sports and news events from scripted programming.

According to Getglue, social events like hot sports contests or breaking political news tend to drive people to Twitter as a way to share “national moments.” But the company claims that interactions with episodic fictional programming generates different types of social TV behavior, focusing more on apps that help fans find one another and compare notes on their favorite shows and characters.

The importance of mobile devices to social TV chatter about shows has grown markedly in just the last year. GetGlue tells Mobile Marketing Daily that in 2011 about 60% of GetGlue interactions around TV shows were coming from the Web and 40% from devices. This year, those shared have literally flipped – with 60% of activity now coming from mobile and 40% from the Web. 

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