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Victoria’s Secret Fashion Show and Heisman Trophy Presentation Take Week’s Top Twitter Honors

The 2015 edition of “The Victoria’s Secret Fashion Show” on CBS from Dec. 8 finished atop all telecasts for the week of Dec. 7. According to Nielsen, the event totaled 918,000 tweets written by 409,000 unique authors, which were seen by a unique audience of 7.02 million people (generating 63.42 million Twitter TV impressions). The show — filmed one month earlier at Lexington Avenue Armory on November 10, 2015 in New York City — featured performances by Selena Gomez, Ellie Goulding & The Weeknd as well as model Lily Aldridge who sported the Fireworks Fantasy Bra valued at $2 million. On the negative side, it delivered its least-watched ever special on a Big-4 network. Comparatively from the year-ago Victoria’s Secret Fashion Show, it drew 10 percent less of a Twitter audience and generated 25 percent less tweets.

Runner-up for the week among specials was ESPN’s “2015 Heisman Trophy Presentation” (4.87 million Unique Audience/235,000 tweets/119,000 unique authors/38.67 million impressions). The 2015 award went to Alabama running back Derrick Henry, beating out Stanford running back Christian McCaffrey and Clemson quarterback DeShaun Watson. year-ago Heisman Trophy Presentation (when then-Oregon quarterback Marcus Mariota had won it), this year’s presentation — despite lasting 90 minutes (half hour longer than last year’s) — drew 11 percent less of a Twitter audience and generated 8 percent less tweets.

Fox’s “Scream Queens” (1.55 million Unique Audience/185,000 tweets/34,000 unique authors/7.32 million impressions) isn’t close to being a ratings hit by television standards but is a significant force on social media, with its 2-hour season (or series) finale from Dec. 8 ranking fifth in Twitter audience among series and specials for the week.

Making the top ten list of the week’s series and specials was the Dec. 7 telecast of HBO’s “U2 iNNOCENCE + eXPERIENCE Tour” (1.25 million Unique Audience/15,000 tweets/9,000 unique authors/2.26 million impressions) from Paris, France. The concert was originally slated to take place on Nov. 14 but the Paris terror attacks on Nov. 13 had delayed it. U2 paid tribute to the victims of those attacks during their show.

Fox’s Dec. 13 telecast of Carolina Panthers’ complete domination of division rival Atlanta Falcons by a score of 38-0 was the week’s top sporting event on Twitter. The game totaled 346,000 tweets written by 159,000 unique authors, which were seen by a unique audience of 5.92 million people (generating 42.21 million Twitter TV impressions).

The Dec. 12 pay-per-view broadcast of “UFC 194” (5.39 million Unique Audience/603,000 tweets/224,000 unique authors/62.68 million impressions) showcased the quickest title bout in UFC history with Conor McGregor’s victory over Jose Aldo in just 13 seconds.

Most-Tweeted Minutes from the Top 3 Series and Specials:

  • 10,600 Tweets were sent at 10:38pm EST on Tuesday, 12/08 about The Victoria’s Secret Fashion Show following Selena Gomez’ performance.
  • 10,900 Tweets were sent at 9:22pm EST on Saturday, 12/12 about 2015 Heisman Trophy Presentation after Derrick Henry was awarded the 2015 Heisman Trophy.
  • 146,500 Tweets were sent at 8:56pm EST on Tuesday, 12/01 about “The Voice” during “The Voice Instant Save” commercial break.

Most-Tweeted Minutes from the Top 3 Sports Events:

  • 5,000 Tweets were sent at 1:44pm EST on Sunday, 12/13 about NFL Football: Atlanta Falcons at Carolina Panthers after the Panthers scored their third touchdown in the first quarter.
  • 18,400 Tweets were sent at 11:45pm EST on Monday, 12/07 about NFL Football: Dallas Cowboys at Washington Redskins after the Cowboys defeated the Redskins in overtime.
  • 17,700 Tweets were sent at 12:56am EST on Sunday, 12/12 about UFC 194: Aldo vs. McGregor after Connor McGregor threw a knock-out punch to defeat Jose Aldo.

According to Nielsen: Activity metrics (Unique Authors and Tweets) are a measure of relevant Twitter activity from three hours before, during and three hours after an episode’s initial broadcast, local time. Reach metrics (Unique Audience and Impressions) measure the audience of relevant Tweets ascribed to an episode from when the Tweets are sent until the end of the broadcast day at 5am. For the series and specials list, the data includes new/live primetime and late fringe episodes only and excludes sports events. Nielsen Twitter TV Ratings are only available for English-language U.S. Broadcast and Cable Networks.

Unique Audience – The total number of distinct Twitter accounts accruing at least one impression of one or more different Tweets ascribed to a TV episode.

Source: Nielsen

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