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‘Nashville,’ ‘Revolution’ excite social media crowd

Updated: November 29, 2012 6:22AM

‘Vegas” and “Elementary” are the top new shows of the fall TV season. But what’s hot on social media? ABC’s critical favorite “Nashville,” along with NBC’s “Revolution,” also the most popular new series among young-adult viewers.

New data from Trendrr, a research firm that tracks social-media engagement, says the country-flavored soap scored about 112,000 mentions, including Twitter, Facebook, GetGlue and Viggle, on the day of its Oct. 10 premiere, while “Revolution” was close behind with 109,000 for its Sept. 17 opener. Other top scorers among new network series were ABC’s “666 Park Avenue” and CW’s “Arrow.”

But while “Revolution’s” social-media buzz climbed with its second episode, to 131,000 mentions, online chatter for almost every other show dropped; “Nashville’s” fell by half, to about 56,000 for its next episode.

Activity replaces an old measure of audience interest. “It’s sort of the new water cooler, in the respect that people say, ‘Did you see that?’,” says Brian Hughes, senior VP at ad firm Magna Global Intelligence.

The data doesn’t sync with Nielsen ratings, still the currency for Madison Avenue ad buyers. And online noise won’t point to success if viewers don’t like what they see.

But activity demonstrates involvement. “If you’re actively engaged in a show, you’re less likely to change the channel, and more likely to tune into the next episode,” says Trendrr’s Mark Ghuneim.

The buzz around new network series was dwarfed by the returns of two cable fright-fests: AMC’s “The Walking Dead’s” Oct. 14 return sparked 1.5 million social-media mentions; and FX’s “American Horror Story” three days later scared up nearly half a million.

Among network newcomers, NBC’s “Chicago Fire” had the biggest percentage of positive chatter; “Animal Practice,” the highest negative.

Gannett News Service

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