Ellen, Fallon Dominate Social TV Buzz

Ellen Degeneres and Jimmy Fallon dominated television-related engagement on social media by a big margin in 2015, according to new figures from social media measurement and analytics outfit ListenFirst, which powers MediaPost’s Digital Engagement Index. ListenFirst compiled the rankings based on its measurement of social engagement for TV shows on major social platforms including Facebook, Twitter and Instagram.

“The Ellen Degeneres Show” led social media engagement for broadcast TV and overall in 2015, with a total digital audience rating of 2.57 billion, or just over 10% of the total TV social media universe as measured by ListenFirst. Second place went to talent reality show “The Voice,” with a digital audience rating of just over one billion, or a little over 4% of the total TV universe. In third place was “Sesame Street," with a DAR of 555 million and a DAR of 4.3%. Fourth place went to "America's Got Talent," with a DAR of 362 million, or 2.45% of the total.



Late-night talk shows also scored high digital engagement ratings across both broadcast and cable, led by “The Tonight Show with Jimmy Fallon,” which racked up a digital audience rating of 2.55 billion, or just under 10% of the total TV social media universe. In second place in the late-night category was “Jimmy Kimmel Live!” with a DAR of 1.35 billion, or 5.3% of the total. Third place went to “Conan” with a DAR of 736 million or 2.9% of the total.

Between Ellen (as she is familiarly known), Jimmy Fallon, “The Voice,” and “America’s Got Talent,” NBC was the clear leader in TV social media engagement, racking up a whopping 36.9% of total social engagements, more than three times ABC, at 11.9%, and CBS, at 11.5%. Fox was in fourth place with a 5.7% share.

However some cable programs also scored substantial digital engagement, led by Comedy Central’s “Key & Peele,” with a DAR of 468 million and a 3.6% share. ESPN’s “SportsCenter” came in second place with a DAR of 424 million for a 3.3% share.

Streaming TV programming, including original content from Netflix, Amazon and Hulu, scored relatively modest social media engagement ratings, probably reflecting the medium’s relative novelty compared to broadcast and cable. Within this smaller field Netflix was the winner hands down, with an overall share of 2.1% of the total TV social media universe. This engagement was spread fairly evenly across a number of offerings, including “Daredevil” (0.12%); “Jessica Jones” (0.08%); “Narcos” (0.06%); “Sense8” (0.05%); and “Dinotrux” (0.04%).

*This post was amended to reflect several corrections in several data categories.

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