Proprietary World Class Research Study is Industry’s Only TV Ranking System of its Kind Across Four Screens
“American Idol” Holds Steady at #1; “Glee” Sustains #2 Position; “The X Factor” Proves the Power of Real Time Online Audience Engagement
NEW YORK – Optimedia announced the release of Content Power Ratings 5.0, the agency’s proprietary research report measuring cross-platform audience delivery, social engagement, and advocacy of television programs.
First released in 2008, Content Power Ratings 5.0 is the most comprehensive study of its time, offering advertisers and networks an independent assessment of a TV show’s commercial value. Factoring total cross-platform audience size, involvement and advocacy, the report is the only of its kind providing the industry’s sole TV ranking system across four screens including television, computer, smart phone, and tablet.
This year, FOX programs led the pack with American Idol taking the #1 spot on the Content Power Ratings list for the fifth year in a row, followed by Glee, which held the #2 position for the second consecutive year.
While American Idol continued to dominate popular culture across all four screens in 2011, Glee showed exceptional performance in real time online conversations, boosting the program both in advocacy and involvement. ABC’s Dancing with the Stars rounded out the top three, while FOX’s newcomer, The X Factor ranked fourth overall. Comedy Central’s South Parknotched the fifth slot buoyed by extremely strong social media metrics.
To better capture social TV’s impact on viewer engagement, Optimedia incorporated new metrics including Bluefin Lab’s Signals and GetGlue check-ins to provide clear insights into new ways audiences are interacting with and advocating their favorite programs.
“Americans view and interact with content very differently today than they did even two years ago,” Greg Kahn, Executive Vice President, Business Development Director at Optimedia says. “To keep pace with the evolution in content consumption, Optimedia partnered with the top providers in the industry to develop the most comprehensive measurement system in the marketplace – Content Power Ratings 5.0.”
Content Power Ratings is assembled using data from the agency’s own primary research, as well as from Nielsen Media Research’s NTI database, comScore’s Media Metrix, Video and Mobile Metrix, Facebook, Klout, Twitalyzer, Nielsen’s BuzzMetrics, Google Trends, Dow Jones Factiva, Bluefin Labs, and GetGlue check-ins. Optimedia’s Content Power Ratings values programs using three key criteria:
- Audience Delivery – including average audience impressions across TV, web and mobile platforms (smart phones and tablets)
- Involvement – overall awareness of, and loyalty to program; including Google search volume, effort made to watch the show, the social media buzz generated within the three-hour window of show airing, and program “check-ins”
- Advocacy – overall level of conversation and PR activity – including press mentions, recommendations and general “buzz,” in addition to personal recommendations
Key findings of Content Power Ratings 5.0 include:
- FOX’s American Idol (#1) dominated the rankings for the fifth year running
- FOX’s The X Factor (#4) and NBC’s The Voice (#12) are the top newcomers to the list
- ABC’s Once Upon a Time (#24) is the highest ranked new scripted show
- MTV’s Jersey Shore (#8) catapulted into the Top 10 in this year’s report
- Among social media measures, FOX’s Family Guy, The Simpsons, and Glee outperform all other shows
“Content Power Ratings demonstrates Optimedia’s commitment to developing tools and systems to help our clients navigate the increasingly complex media landscape,” said Dave Ehlers, President of Optimedia. “As audiences continue to evolve, our agency is at the forefront of providing advertisers with the most advanced research of its kind.”
|Content Power Ratings 5.0 Ranking|
|Top 25 Primetime Shows|
|PROGRAM||NETWORK||CPR 5.0 RANK||NIELSEN RANK|
|DANCING WITH THE STARS||ABC||3||2|
|THE X FACTOR||FOX||4||18|
|SOUTH PARK||COMEDY CENTRAL||5||238|
|TWO AND A HALF MEN||CBS||6||9|
|THE BIG BANG THEORY||CBS||10||17|
|HOW I MET YOUR MOTHER||CBS||16||52|
|THE WALKING DEAD||AMC||18||148|
|CSI: CRIME SCENE INVESTIGATION||CBS||21||12|
|ONCE UPON A TIME||ABC||24||35|
|Top 5 Late Night Shows|
|PROGRAM||NETWORK||CPR 5.0 RANK||NIELSEN RANK|
|SATURDAY NIGHT LIVE||NBC||1||1|
|THE DAILY SHOW WITH JON STEWART||COMEDY CENTRAL||2||8|
|THE COLBERT REPORT||COMEDY CENTRAL||4||10|
Optimedia is a division of ZenithOptimedia Worldwide, “The ROI Agency.” As such, the company is committed to delivering clients the best possible return on their advertising investments. This approach is supported by world leading tools and proprietary research. Optimedia is headquartered in New York with offices across the US including Chicago, Dallas, Indianapolis, Los Angeles, San Francisco and Seattle.