A Very Special Episode of 'Glee': 'Paranormal Glee'

Dumenco's Trendrr Chart of the Week

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For this week's Trendrr charticle -- a collaboration between Advertising Age and social-media tracking service Trendrr -- I decided to look at two of the most tweet-worthy franchises in pop culture right now. A few notes:

  • First, some background: Last December I called Fox's "Glee" the "Most Twitter-Worthy Sitcom of the Year" because of the sheer volume of "sharp, subversively funny lines the writers cram into each episode" -- which fans then retweet with, well, glee. (I cited some of my favorite lines from the first season, including "That was the most offensive thing I've seen in 20 years of teaching, and that includes an elementary-school production of 'Hair'" and "I'm gonna say this as nice as I can, but you look like a sad-clown hooker.") But in its second season "Glee" seems less about the tweet-worthy lines and more about high-profile theme shows, from the Britney Spears episode to last night's "The Rocky Horror Glee Show" (which Rolling Stone's Erica Futterman just called " the show's best theme episode so far."
  • What's that emphasis on theme shows doing? For one thing, it seems to be making "Glee" fans less tweet-happy. "Glee" has averaged 143,563 tweets a day for each new episode since its premiere on Tuesday, Sept. 21 (the heavily-hyped Britney Spears episode scored nearly 300,00 tweets in one day) -- but lately it's been barely cracking 100,000. Last night's Rocky Horror episode, for instance, prompted 94,701 mentions of "Glee" by the end of the day.
  • Markets tweeting the most about 'Glee' on Oct. 26.
    Markets tweeting the most about 'Glee' on Oct. 26.
    Markets tweeting the most about 'Paranormal Activity' on Oct. 22.
    Markets tweeting the most about 'Paranormal Activity' on Oct. 22.
  • Just to put things in perspective, though: The biggest movie in the U.S. right now, "Paranormal Activity 2," was mentioned on Twitter (with or without the "2") 141,271 times on its peak day -- Oct. 22 -- which puts it slightly below the "Glee" season average to date.
  • "Paranormal Activity 2," by the way, with its production budget of $3 million, has already grossed $65 million worldwide in less than a week, according to Box Office Mojo.
  • The top five markets tweeting about last night's "Glee": L.A., Chicago, Atlanta, D.C. and Philadelphia, in that order.
  • The top five markets tweeting bout "Paranormal Activity 2" on its opening day (Oct. 22): New York, L.A., Toronto, Houston and San Diego, in that order.
  • I hereby humbly propose a Very Special Episode of "Glee": "Paranormal Glee." Man, I would tweet the hell out of that.

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Dumenco's Trendrr Chart of the Week is produced in collaboration with Wiredset, the New York digital agency behind Trendrr, a social- and digital-media tracking service, and Curatorr, a social media filtering and publishing platform. More background here.

Simon Dumenco is the "Media Guy" media columnist for Advertising Age. You can follow him on Twitter @simondumenco.

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