On Demand Weekly

Updated: ODW's coverage of Optimedia's Content Power Ratings 5.0 report now includes The Top 50 TV Series.

Optimedia today 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 offers 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's "American Idol" took the Overall #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.

 
Courtesy of Optimedia

The Top 25 TV Shows Above By Network:

1. CBS (17)
2. FOX (9)
3. ABC (8)
4. NBC (6)
5. COMEDY CENTRAL (2)
     HBO (2)
7. ABC FAMILY (1)
     AMC (1)
     CW (1)
     MTV (1)
     NICKELODEON (1)
     SHOWTIME (1)

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.

Here are the Top 10 leaders of 2011 in Social Media Commentary (Bluefin) led by "The X Factor," "Glee," and "The Jersey Shore."

Courtesy of Optimedia

Whereas, GetGlue's Check In Top 10 of 2011 was dominated by scripted TV series, led by "The Big Bang Theory" and "True Blood."

Courtesy of Optimedia

“Over the years, reality based programming and comedies have fared particularly well within Content Power Ratings,” Greg Kahn, EVP, Business Development Director at Optimedia says. "Reality-based series, particularly those which have 'vote-off' competitions, encourage viewer interaction before, during, and after the linear telecasts. Comedies often have clips that are easily "sharable" between viewers, ultimately increasing the reach and frequency of that content."

"According to eMarketer, over half of 18-34 year-olds are fans or followers of television programming on Facebook and Twitter, "Kahn included. "This number dips to about one-quarter for individuals aged 55+."
 

Greg Kahn, EVP, Business Development Director at Optimedia

Methodology

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:

1. Audience Delivery – including average audience impressions across TV, web and mobile platforms (smart phones and tablets)
2. 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”
3. 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.”

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