In the last installment of this charticle, we noted that the social-TV phenomenon -- where TV and social media intersect -- just keeps growing and growing. Our editorial partner Trendrr, for example, announced at Ad Age 's Social Engagement/Social TV Conference that social activity surrounding broadcast prime-time in April had topped its level a year earlier by 194%.
That made me wonder about the increases for individual shows, and because a bunch of series had season premieres over the past month, Trendrr dug into its year-over-year data for answers.
Scroll down below the chart for some notes and context.
- The chart is organized, top to bottom, based on highest percentage increase year-over-year. NBC's "America's Got Talent" racked up a Trendrr Social Activity score of 9,576 for its May 31, 2011, season premiere, based on measures including tweets, public Facebook updates and check-ins. The show kicked that score up to 161,334 for its May 14 premiere this year -- an increase of 1,585%. A lot of that growth can obviously be attributed to new judge Howard Stern -- who I think is doing a smashing job, by the way.
- If you're a regular reader of our social-TV charticles, you already know what tends to do really well in social media: reality competitions -- including "AGT" and "The Next Food Network Star" (up 294% year-over-year) -- and reality-TV shows in general, including E!'s "Keeping Up With The Kardashians," aka "KUWTK," or "What The KUWTK!?," as I like to call it. That show had year-over-year growth of "just" 72% in social activity between its June 12 season premiere last year and its May 20 premiere this year, but that 's only because it grew off an already big 2011 social-buzz base (the biggest on our chart, in fact).
- It's worth noting that seven of the 10 returning series with the biggest year-over-year leaps in social-media activity are in the reality genre.
- The one sort-of surprise on our chart: that Comedy Central's "Workaholics" is so huge. It's a comparatively small and niche-y show, now in its third season (on an accelerated schedule); its Season 1 premiere on April 6, 2011, drew an audience of 1.1 million viewers, according to Nielsen, while its Season 2 (Sept. 20, 2011) and Season 3 (May 29, 2012) premieres each drew 2.1 million viewers. So why is it so big in social? Because it's super meme-y. For instance, check out this clip, titled "We've Run Out of Things We Smeeoke," that Comedy Central just posted on YouTube yesterday:
Simon Dumenco is the "Media Guy" columnist for Advertising Age. You can follow him on Twitter @simondumenco.