Feathery Undergarment Infomercial (OK, Fine, Fashion Show) Triumphs for CBS

Dumenco's Trendrr Chart of the Week

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The Victoria's Secret Fashion Show
The Victoria's Secret Fashion Show Credit: CBS

Did you happen to catch that quasi-porny underwear infomercial on CBS last night? Yes? So did a lot of people -- and plenty of those viewers took to social media to chatter about it as well.

We decided to take a closer look at the social footprint of "Victoria's Secret Fashion Show." A few notes on the charts below, which use data, as always, collected and parsed by our editorial partner Trendrr, the social-media monitoring firm.

  • Fashion show, smashion schmo. I like how Entertainment Weekly's James Hibberd describes it: a "titillating annual live-action holiday catalog." Hibberd reports that the show was seen "by 10.3 million viewers and scored a whopping 4.6 rating among adults 18-49 at 10 p.m. That's the special's largest audience since 2002 and its biggest demo rating during its nine-year history -- leaping 35 percent from last year."
  • The special won the night -- it was the highest-rated show on TV yesterday -- and it also scored big in the social-TV arena. The first chart below is basically a simplified screen grab of part of Trendrr's Trendrr.TV interface, a subscription service used by broadcasters and marketers to gauge social engagement with TV shows. Trendrr tracks social chatter across Twitter and Facebook using comprehensive combinations of interrelated terms -- from full and partial names of shows to show-specific hashtags (both official and those ginned up by fans) -- as well as check-ins on GetGlue and Miso. The Total Volume number shown in the upper left-hand corner is the full-day social activity for "Victoria's Secret Fashion Show" as measured by Trendrr.
  • As it happens, former social-TV champ "Glee" was also on last night (on Fox). It wasn't that long ago that "Glee" automatically owned social media whenever it aired a new episode -- but last night "Glee" got totally owned by the competition over on CBS. The social footprint for the fully-clothed (mostly) comedy-drama was less than a third of that of the half-naked fashion show.
  • According to Trendrr's analysis, the social chatter about "Glee" and "Victoria's Secret Fashion Show" came from, overwhelmingly, women and girls -- with a 74% female skew for the former and 66% for the latter.
  • @NomiLea: "VICTORIA'S SECRET FASHION SHOW! Walking around in underwear...my dream career." According to Twitter, that was one of the most retweeted tweets about the show last night. Unfortunately, this Nomi person doesn't list a current career in her Twitter bio; instead, she issues a directive: "Open your mind and free your soul." Yes, ma'am!
How the 'Victoria's Secret Fashion Show' fared on social media
How the 'Victoria's Secret Fashion Show' fared on social media
How last night's 'Glee' fared on social media
How last night's 'Glee' fared on social media

Dumenco's Trendrr Chart of the Week is produced in collaboration with Wiredset, the New York digital agency behind Trendrr.

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

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