CMAs Get Social

Country Girls and Bad Girls lit up the social Web last week.

According to the Social Guide, which measures social activity for every program aired across more than 170 US broadcast and cable networks, the most discussed program across all social networks for the week ending November 13 was the Country Music Awards. The Social 100 pulls its data from Facebook and Twitter and measures social activity – that is, a comment on Twitter or Facebook that includes the TV program, its social media abbreviations, @replies to official program or cast member accounts, and/or mentions of key cast members —  an hour before, during and two hours after airtime.

Based on the kinds of programs that show up on the list, it appears that viewers engaging in social TV are part of the most desirable demographic. Virtually all of the shows on the list attract large audiences aged 18 to 49, and although it may seem that the CMAs would skew slightly older, the presence of crossover star Taylor Swift on the show may have attracted that socially active demographic. The show garnered 7.76 percent of the total social TV audience for the week. Nielsen reported that although the number of total viewers for the award show was down slightly from last year, the number of viewers 18 to 49 was up a tenth of a point.

Second on the list was “Bad Girls Club,” an Oxygen Media series that broadcast its reunion special on November 8. Nielsen reported that the show was the number one cable entertainment show among women 18 to 34. It received 4.28 percent of the total social TV audience as measured by the Social Guide.

The most discussed network across social media was Fox, which had a number of shows on the Social 100, including “The X Factor,” “Family Guy,” “Glee” and “TMZ.” Bravo’s “The Real Housewives of Atlanta” secured the number 12 spot on the list because of Bravo’s comprehensive approach to engaging viewers on social platforms.

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