Social Media Buzz Doesn't Rocket TV Numbers

by Wayne Friedman, Feb 19, 2013, 2:39 PM

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New TV shows' social media metrics still aren't witnessing comparably strong initial traditional TV viewership.

The best social-ranking new show, ABC's "Zero Hour," is now at a 6.1 "involvement score," according to social media watcher General Sentiment, for the week ending Feb. 17. This is up nearly 20% from the previous week. General Sentiment factors involvement in looking at news, social and Twitter social-media areas.

But "Zero Hour" didn't light the world on fire -- at least from its Nielsen initial live-plus-same-day numbers. It posted a Nielsen 6.4 million viewers and a 1.4 rating/4 share among 18-49 viewers for its premiere.

Two CW shows came next: "The Carrie Diaries," down 3.8%, to a 6.0 'involvement" score, and as-yet-to-premiere (as of press time) "Cult," up 2% to a 5.9 number. "Diaries" was at Nielsen 1.2 million total viewers and a 0.4 rating/1 share among 18-49 viewers.

NBC's "Do Not Harm" was quickly cancelled after two episodes -- but had high online buzz numbers: 5.0. Its last Nielsen reading for Feb. 7 was at 2.2 million viewers and a 0.7/2 among 18-49 viewers.

ABC's Friday show "Malibu Country" is at a 4.8 social media "involvement" number, up 1.6%. Nielsen numbers are at 6.1 million viewers and 1.3/4 among 18-49 viewers. NBC's "Guys with Kids" earns a 4.6 social media score, up 7%. Its most recent Nielsen numbers are 2.9 million viewers and 1.0/3 among 18-49 viewers.

NBC's upcoming "Hannibal" is at a 4.6 social media reading -- the largest percentage rise among the top 20 shows in social media discussion, 101.3%.

Completing the top 10 are three shows that debuted last fall: Fox's "The Mindy Project," CBS' "Vegas" and CW's "Beauty & The Beast" earned a 4.4, 4.2, and a 4.1 number, respectively, in social media activity. CBS' "Vegas" grabs the most traditional and initial viewers. Its Nielsen's live-plus-same-day viewing is at 10.3 million overall viewers and a 1.5/4 among 18-49 viewers for its most recent airing.

"Mindy" is at 3.6 million viewers and a 1.9/5 among 18-49 viewers, while "Beauty" gets 1.4 million viewers and 0.5/1 in 18-49 viewers.

Two other forthcoming new dramas: ABC's "Red Widow," debuting next month, has some rising social media activity -- nearly 18% to a 3.9 number. CBS' "Golden Boy" is up 12% week-to-week at 3.8.

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