Social Media

‘Jersey Shore’ Sets Record for Social Chatter

8/08/2011 12:01 AM Eastern

It was “gym, Twitter, laundry” for
the season-four premiere of MTV’s Jersey Shore
last week, which drew record levels of social-media
engagement, according to research firms.


Jersey Shore
’s airing captured more socialmedia
interactions last Thursday (Aug. 4) than
the top 10 broadcast shows and the other nine
cable shows combined, according to social media
tracking service Trendrr.com. (Wiredset’s
Trendrr provides data for Multichannel News
Buzz Meter feature; press time for this week’s
chart was prior to the show’s airing.)

The Aug. 4 episode, which follows the castmates
to Italy, also delivered the largest premiere audience
in MTV network history, with 8.8 million total
viewers, up 4% over January’s season three
premiere, according to Nielsen. It generated an
8.2 rating and 6.5 million viewers among persons 12-34.

Trendrr.com measured 974,169 social interactions for
Jersey Shore from 6 a.m. on Aug. 4 to 5:59 a.m. last Friday
(including 912,055 comments on Twitter. The shows with
the next-highest social engagement for Aug. 4 were CBS’s
Big Brother (with 52,973 interactions) and Discovery’s
Shark City (with 50,524).

The Jersey Shore episode also broke the all-time record
for one-day social performance of a TV series as measured
by New York-based SocialGuide.

During primetime, Jersey Shore garnered 190,892
unique commenters and nearly 300,000 comments on
social networks including Twitter and Facebook, with
56% of the show’s social audience commenting during
airtime, as measured by SocialGuide.

For the full-day of Aug. 4, Jersey Shore had a record 65%
share of all uniques and a 65% share of all comments
made about all TV programming with 342,700 uniques
and 602,780 comments, according to the SocialGuide data.

“MTV is working hard to leverage excitement for last
night’s episode into continued momentum for the franchise,”
BTIG analyst Richard Greenfield wrote in a post,
adding, “TV programmers are increasingly viewing Twitter
as an important driver of sentiment around their
shows.”

However, currently there is no way to definitively correlate
social-media activity with ratings, Christy Tanner, executive
vice president and general manager of TVGuide.com and TV Guide Mobile, said. Some shows with high
social-engagement scores have seen their ratings decline
dramatically, she noted.

“Social [campaigns] will only help, but where you see
some caution on the part of media companies is, ‘If you
want me to spend money, I need to see whether engagement
will translate into ratings,’ ” Tanner said.

Among MTV’s social media executions around the
show was one with IntoNow (since acquired by Yahoo) offering
users who tagged six airings of last season’s Jersey
Shore
to be entered for a chance to win a trip for two to the
season-four premiere.

October