2018 Global Comms Report: Challenges & Trends Download Now

Fall TV Lineup… Did They Live Up To The Hype?

The Fall TV lineup… for months prior, networks tease with trailers, posters, and predictions for the season’s “best new show!” on network television.  And by mid-October we see which newcomers won over the audience and which failed to make a great first impression.  Viralheat took a closer look at four of the season’s most anticipated shows and used its tools to compare and contrast to analyze the numbers.

The Mindy Project/Ben and Kate

FOX’s Tuesday lineup was one of the most anticipated lineups this Fall.  Fan favorite “New Girl”, in its sophomore season, opens the 8PM slot followed by newcomers “Ben and Kate” and “The Mindy Project,” who couldn’t have asked for a better lead in following such a popular show.  So how did the new shows fare? Which of the two was more popular with the audience? With Viralheat’s combine tool, we can see how the two new FOX shows stacked up against each other in the percent share of mentions.  Not surprisingly, “The Mindy Project,” starring funny-woman Mindy Kaling, garnered majority of the mentions between the two shows.  “Ben and Kate” only received majority of the mentions twice in the month period.

Executives working on the marketing/pr/advertising campaigns of these shows have a number of factors to consider.  What could be the cause of these results?  Is the presence of the more familiar Mindy Kaling a determining factor?  How were the two shows marketed and advertised? What are people saying about each show?  Executives can then go to the mentions section of their Viralheat tool to determine what people are saying on the web surrounding the shows.

Nashville/Arrow

ABC’s “Nashville” was advertised as “the season’s most anticipated new show” while the CW’s “Arrow” was called the “highly anticipated new drama.”  Both descriptors are strong, causing viewers to have high expectations for each show.  So let’s take a look at how they compared to each other. While it’s predictable that mentions leading up to the October 10th premieres of both shows increased to peak on premiere night and stayed high in the following days, it is surprising that the breakdown of mentions showed that the shows were almost equally talked about considering “Nashville’s” high profile cast and the CW’s sizably smaller network.

So what can be inferred by this data? By looking at the graphs, one can see that the shows’ mentions increase leading up to and peak on the airdate only to drop off in the days following.  Executives can work on marketing and increasing conversation during these drop off days to keep conversations about the shows going.  And keep in mind that just because the shows received similar numbers in mentions, it does not mean the mentions are all positive. Executives can then go to the mentions section of their Viralheat account to analyze what’s being said or use the sentiment trends tool to determine sentiment over time.

You can learn a lot about your brand by looking at how it fares against competitors or with campaigns running in parallel.  It helps to have an overview of your space so you can see where you need to focus more efforts.  Using Viralheat’s compare and contrast tools provides you the opportunity to see how people are talking about your brand, competitors, trends, etc.

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