Social-media tracking company Trendrr has unveiled a new study showing that TV-related social activity on Facebook is some five times greater than activity on all of the other social media networks it measures combined.
The finding was announced in conjunction with a new partnership between Trendrr and Facebook that gives the research and analysis firm preliminary access to previously unanalyzed Facebook user-engagement data related to TV programming.
“There is a large amount of TV-related social activity on Facebook — in numbers approximately 5 times as large as that of all other social networks combined as measured by Trendrr,” Trendrr CEO Mark Ghuneim said in a blog post.
For example, during one week in May, the volume of Facebook chatter pertaining to broadcast TV was seven times as large as broadcast-related chatter on all of the other social-media networks measured by Trendrr combined, including Twitter, GetGlue and Viggle.
The TV-related activity was also enormous for cable programming, as Facebook activity was 4.5 times greater than chatter on the other social networks.
The Trendrr analysis also showed particularly high Facebook usage levels among viewers of dramas and comedies, as well as among Hispanics, which other studies have found to be particularly heavy users of digital and social media.
“For example, Univision’s finale of Nuestra Belleza Latina had 12 times more activity on Facebook during the on-air window than all other social networks combined,” Trendrr reported.
The research firm also released data on the NBA Playoffs, which showed that ESPN’s coverage of the Eastern Conference Semifinals between the New York Knicks and Indiana Pacers generated three times as many on-air interactions on Facebook as on the the other social networks measured by Trendrr.
“This is the start of an exciting relationship between Facebook and Trendrr,” the Trendrr blog noted in releasing the results.”The potential development of an open system for accurate measurement of the entire Facebook platform will provide our clients and the larger social-TV ecosystem with more insights and tools to make better decisions.”
Trendrr compiles the weekly “MCN Buzz” feature for Multichannel News.