A couple weeks back, Ad Age collaborated with Bluefin Labs to present a deep dive into the social-media conversation surrounding the first full season of NBC's hit show "The Voice." (Cambridge, Mass.-based Bluefin's niche involves providing brands, agencies and media companies with real-time TV-audience response insights through social-media analysis.) Today, we're presenting data, in the form of a cool graphic, that shows the interconnectedness of the social-media conversation about TV -- something called "show-to-show affinity." As Bluefin's Tom Thai explains the concept: "For any given show, of the users who commented on that show, what other shows did they also comment on? So this is essentially like 'audience overlap,' but more like 'commenter overlap' or 'engaged audience overlap.'"
As the starting point for this visualization, we asked Bluefin to dig into its data for the surreal FX sitcom "Wilfred;" we chose it not only because it's one of the shows we previewed in the MediaWorks Guide to Summer TV, but because Bluefin tells us it's one of the most buzzed-about shows this summer on Twitter and Facebook.
The No. 1 show that people who comment about "Wilfred" also comment about is "Louie" -- not a big surprise, because they air back-to-back on FX and are both sort of off-kilter alterna-sitcoms. It gets more intriguing as you wind your way around the rings and see which other shows "Wilfred" commenters are chattering about a lot ("Expedition Impossible") and ... not as much ("Rookie Blue"). The implications are interesting for programmers and marketers, because you can almost start to get a general psychographic sense of "Wilfred" viewers in regard to their TV-entertainment preferences.
Since the shows are numbered, the chart is easy to read at a basic level (i.e., a sort of numbered list presented in circular form). But if you're a total data-visualization nerd, here is Tom Thai's guide to the subtleties:
- Each line represents one show; the length of the line represents the volume of social-media response it gets. So tall lines (they are also colored more reddish) are shows that garner a lot of social-media comments. Short lines (they are also colored more blueish) garner fewer social-media comments.
- The lines are arranged from biggest to smallest, starting at the 12-o'clock mark and going clockwise.
- The orange dot represents the show "Wilfred." The lines radiating from the orange dot represent shows with the strongest affinity to Wilfred. Note: Bluefin's platform has data for more than 3,300 shows, so the top 20 is the very, very top of the list. Also, for this particular graphic, Bluefin generated data for prime-time shows only, so as to filter out lesser known shows that run in other day parts.
Stay tuned to AdAge.com for more data from Bluefin Labs.
For more about Bluefin, visit their website.
Simon Dumenco is the "Media Guy" columnist for Advertising Age. Follow him on Twitter @simondumenco.