Canadian Social TV top 3 – week of Mar. 24

This week we see how an across-the-board increase in Facebook-based interactions influenced the social TV marketshare of Big Brother Canada, Degrassi and Republic of Doyle.

This is a weekly analysis of the top three Canadian-made non-sports and non-news TV programs according to information provided to Playback by Montreal analytics company Seevibes (their methodology is briefly explained below).  It is meant to be an opportunity to learn more about Canadian social TV executions.

In the week-over-week period that started Mar. 24 Big Brother Canada saw a 20% drop off in total interactions due mainly to 30% fewer people commenting about the show on Twitter. Meanwhile, on Facebook, its number of interactions actually increased by increased 17% versus the previous Thursday.

As a result of the shift toward Facebook, however, Seevibes dinged the program by five points (since Facebook interactions are less transparent than Twitter interactions; see methodology below).

Meanwhile over on Degrassi, it gained three points according to Seevibes’ methodology because of a huge increase in Facebook activity; more than three-times more people participated there than in the week-earlier period, with the main discussion being debates about characters Claire and Drew.

Meanwhile, its Twitter activity has remains stable. Nevertheless, its Seevibes score climbed by three points.

Republic of Doyle fan excitement was piqued online, mostly on Facebook (fully 75% of its social TV talk occurs there, according to Seevibes), in anticipation of a new episode. In a novel development Doyle‘s offerings now include a new and exclusive app through-which audiences can watch behind-the-scenes clips from the program.

The Seevibes score could well increase in the coming weeks due to the app’s presence on the market, depending on if it builds audience loyalty and drives up the frequency of comments by fans.

Methodology:

  • Interaction is the number of all Facebook and Twitter activity (including retweets) about a show in English Canada during the 24 hours surrounding a program’s initial air date (since that is when most social media activity occurs).
  • Seevibes Score is a number, on a composite index scale of 1 to 100, which provides an overview of the relative value of the social audience of a TV show. It is calculated taking into consideration six variables: total impressions, market share, frequency, feedback level, action level and loyalty score.