For the second week in a row, Ad Age is taking a broad view of the "social buzz" surrounding the fall TV season's new shows. You're used to seeing data about conversations happening in social media, but what about offline conversations?
Enter the Keller Fay Group, a market-research firm that specializes in tracking "real world" word-of-mouth conversations; Ad Age worked with the company to generate the chart you see here. (Last week's chart is right over here.) The data is based on conversations with a cross-section of 1,437 Americans ages 13-69 who were interviewed (from Sept. 30 to Oct. 6) regarding 29 new high-profile TV shows that have premiered or will be premiering shortly.
As we noted last week, because the fall TV premiere schedule stretches on for weeks and weeks through September and October, Keller Fay is conducting multiple surveys over a series of consecutive weeks. Later this month we'll then take a look at how word-of-mouth buzz and ratings correlate, once these most-buzzed-about shows each get a couple episodes on air.
A few notes:
• One show conspicuously, tellingly missing from both last week's chart and this week's is ABC's ill-fated "Lucky 7" -- now also missing from the TV schedule.
• The Will Arnett star vehicle "The Millers," on CBS, stands out on our chart because "it was the biggest mover among the top 10," says Keller Fay Group CEO Ed Keller, "jumping two spots in the rankings from 10th to 8th, as a result of a statistically significant increase in the percentage of people talking about it." Keller adds that while the Robin Williams sitcom "The Crazy Ones," also on CBS, didn't shift in our rankings, "it also had a significant increase in the percentage of people talking compared to last week."
• Fox's "MasterChef Junior" is the sole new entrant in this week's chart; it knocked "Dads," also on Fox, out of the Top 10. That means that the network distribution of this week's chart remains the same as last week's: ABC and CBS again each have three shows in our top 10, while Fox and NBC have two each.
• Some amusing gender differences seen by Keller Fay on shows that didn't make it into our top 10: Fox's "Dads" is a top 10 show, in terms of word-of-mouth buzz, among men, but not women. And -- you saw this coming -- CBS's "Mom" is in women's Top 10, but not men's. Meanwhile, Showtime's "Masters of Sex" is No. 10 among men but only No. 22 among women.
Simon Dumenco is the "Media Guy" media columnist for Advertising Age. Follow him on Twitter @simondumenco.