Optimedia: 'Gossip,' 'Glee,' Power Content Ratings

CW's

Media agency Optimedia U.S. again reminds us it's not just about TV ratings -- there are many factors to consider when buying advertising time in TV shows.

Its now fourth annual TV rankings, under its "Content Power Ratings," incorporate social media, buzz, engagement and other criteria into its TV show valuations.

While shows like "American Idol" remain top-ranked in its Power Ratings, other shows, like Fox's "Glee," CW's "Gossip Girl" and HBO's "True Blood" get high scores relative to looking only at their TV ratings.

While "Glee" ranks 66h in pure TV viewership, for example, its content power ratings place as the ninth-ranked. "Gossip Girl" showed perhaps the greatest strength outside just TV viewer numbers -- 125th place according to just Nielsen TV results, but in 14th place when looking at Content Power Ratings.

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HBO was the lone cable network on the list of broadcasters, and its "True Blood" was in 18th place versus its 131th spot from just TV viewership.

Even "Heroes," which was in fourth place last year, is in 11th place this year, versus its Nielsen-only TV rankings which put it in 65th place. This ranking is despite reports that NBC will not be renewing the show for next season.

Several other shows -- somewhat older-skewing network programs -- grab worst Content Power Ratings relative to their TV-only numbers.

ABC's "Dancing with the Stars" was ranked 3rd in power ratings, second in TV-only viewership.

Three CBS shows were in this category: "NCIS" was in 8th place in power ratings; 4th place with TV-only. "CSI" came in 10th place according to Optimedia's study, and 6th place according to Nielsen TV-only numbers. "Two and a Half Men" was ranked 15th for power ratings and 9th according to just TV rankings.

Optimedia analyze data from Nielsen Media Research's NTI database, comScore's Media Metrix, Facebook, and Google Trends, to name a few research vendors.

Criteria include audience size across TV, Web and mobile properties; audience appeal, including awareness, core values, and quality; interest, including PR mentions and word-of-mouth buzz; and streaming was included in its rankings.

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