Nielsen Social has prepared a report highlighting the top social moments of this past TV season, after an analysis of 2.9 billion interactions between Facebook and Twitter.
According to the report, significant social buzz was generated over two TV firsts over this past season: the first Super Bowl to go into overtime, and the first African-American to be a Bachelorette.
For TV series, NBC’s hit series This Is Us generated nearly 7 million social interactions through its 18-episode first season.
AMC’s The Walking Dead, however, topped the Social TV series list with over 2 million social interactions throughout each episode. Fox’s Empire came in second with over 860,000 interactions generated with each episode.
A significant series of statistics: Fans did not only engage with each other, they engaged with program talent during a show airing to discuss the program.
“In the season finale of The Walking Dead (TWD) on April 3rd, series star Chandler Riggs drove a significant portion (15%) of all owned engagement for the episode, more than any other talent, program, or network account associated with TWD. By sending 22 Tweets during airtime, “Love and Hip Hop Atlanta’s” official program account, @LoveHipHopVH1, was able to drive over two-thirds (68%) of all owned engagement for the season finale on May 8, 2017.”
For the major annual entertainment awards shows, The Grammy Awards was Nielsen Social’s most “social” special of the season for the second consecutive year, but February’s Academy Awards special featured the most “social moment” of the season, with 836,000 interactions across Facebook and Twitter in just 5 minutes – driven by the incorrect announcement of “La La Land” as the year’s Best Picture.
In sports, Super Bowl LI, featuring the impressive comeback of the New England Patriots over the Atlanta falcons to win in Overtime, featured over 190 million interactions over Facebook and Twitter, more than doubling the second place Green Bay at Dallas playoff game.