Traditional TV ratings may be weak for many new broadcast network shows -- but many are scoring well when it comes to social media and general word of mouth.
New Fox shows have been earning high
numbers so far through two weeks of the season in terms of “engagement” and “impact” and “responsiveness,” according to an Engagement Labs study.
The study
measures total social data for online and offline conversations -- word-of-mouth content from Engagement Labs’ Keller Fay Group.
Fox’s “Scream Queens” earned the best
results overall on Facebook (a 96.92 score), Twitter (94.59) and Instagram (97.22). The score, called an eValue, calculated a total number from engagement, impact, and responsiveness qualities. The
score looks at over 100,000 brands' performance on social media, scoring them between 0 and 100.
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The study defines “engagement” as the level of interaction that content receives on
a specific social network; “impact” as the reach the content achieves on a specific social network; and “responsiveness” as how much, how fast and how well a brand responds to
actual conversations among its users.
On Facebook, “Scream Queens” had the highest engagement score (96.99) and impact score (91.24). Fox’s “Grandfathered” was
second in engagement with a 96.87 number.
On Twitter, “Scream Queens” also placed first on impact with a 99.64. ABC’s “Blood & Oil” was the highest for
engagement on Twitter with a 68.29.
“Scream Queens” was also best on Instagram with the highest engagement number at 98, and an impact result of 79.
When it comes to
responsiveness, NBC’s “Best Time Ever with Neil Patrick Harris” came out on top for Facebook with a 37.56 number. On Twitter, “Scream Queens” took the top spot with
69.81.
In terms of highest active user base, Fox’s “Minority Report’ had the best results -- an 87.78% on Twitter; “The Grinder” was next, 47.92%.
Through
a few weeks of the new season, Fox shows have been earning mediocre TV ratings: “Scream Queens” has earned a 1.47 average 18-49 rating and 3.6 million overall viewers. “Grandfathered
is at a 1.33 18-49 and 4.6 million viewers, and “The Grinder” has earned a 1.24 18-49 average rating and 4.1 million viewers.
Fox isn’t alone. ABC’s “Blood &
Oil” has been also yielded low results with a 1.31 rating among 18-49 viewers and 5.8 million through the early weeks. NBC’s “Best Time Ever” has a 1.8 rating and 5.7 million
viewers.