Use Canvs to power an
Coming off the heels of an exceedingly successful premiere season, a premium cable television network wanted to understand its audience perceptions to the second season of its highly popular series. Through Canvs, the network was not only able to understand the key emotional indicators that pointed to the second season’s overall performance, but was also able to identify which characters and plot moments resonated most with fans. These insights allowed the network to effectively storytell the effectiveness (or lackthereof) of the show’s overall marketing and promotion.
Key findings AT A GLANCE
Talent mentions held steady in S2, but no single cast member dominated the conversation.
Few Reactions mentioned the show’s S2 characters and were well below S1 and network norms. The S2 male and female leads, however, were the most loved.
S2 started out more “confusing” to Twitter fans than S1 of the series, which only grew as the season unfolded.
While looking at episode-specific content is extremely valuable, it is also imperative to get a holistic view of a show by analyzing data on a season-by-season basis. Because some episodes can under or over perform, analyzing data on a seasonal basis can add a more holistic layer of insight to reporting. Networks can leverage their findings to inform marketing and promotion for future seasons.
- Determine the success of S2 by comparing it to S1.
- Ascertain how fans are emoting about S2 in comparison to S1.
- Leverage Canvs data to determine which S2 characters are loved among fans.
- Determine what groups are leading the S2 conversation.
- Analyze the S1 and S2 series pages in Canvs.
- Use Explore to determine how fans are reacting to character/actor names throughout S2.
- Use Explore to determine what fans have said about S1 and S2.
- Reactions were less favorable in S2, driven by plot confusion, general comparisons to S1, and criticism of the acting.
- Hate and confused Reactions increased throughout S2, while love posts steadily declined.
- Reactions to S2 that were positive in nature centered heavily on the male and female leads, as well as the series music.
- Influential journalists and comedians tended to be more negative and snarky than average fans when discussing S2 on Twitter.
- Hate Reactions were 12% higher among verified Twitter accounts than unverified users.
- The network’s owned Twitter accounts effectively shaped S2 Twitter conversation in the pre-season, contributing to a +570% increase in buzz before premiere vs. S1.
- Despite adding a dedicated Twitter handle, the network’s owned accounts did not drive a significantly larger share of the in-season conversation (8% vs. 6% in S1). Less frequent posting in S2 was a factor.