A week of season and show finales led by The Voice and its last two shows of the season filled the top 10 of last week’s Twitter TV Ratings from Nielsen. Other Top 10 shows wrapping up seasons or even their entire existence included The Colbert Report (done for good at No. 3), a revived Saturday Night Live (No. 8), Survivor (No. 9) and Homeland (No. 10).
The Voice, however, continued its two-a-week appearances in the Twitter lists, powered in part by NBC’s savvy move this season to create a pre-show “tailgate” experience for fans outside the studio where the contest is taped. That approach takes advantage of Nielsen’s measurement approach: tracking the unduplicated audience of Twitter users who saw at least one post during the broadcast or during the three hours before and after it. The tailgate extends an already in-the-moment experience and gives the show a broader reach online and elsewhere than it might otherwise have.
As a result, The Voice has consistently put both shows each week in the Top 10, though it wasn’t until the finale that the show finally grabbed the top slot, reaching 3.2 million people with 240,000 tweets.
There were some other surprises in this week’s Top 10, particularly with durable reality show Survivor and Showtime’s up-and-down terrorism drama (now on an up season) Homeland creeping into the bottom of the list. Both shows were wrapping their season, and both benefitted from the extra attention that resulted.
On the sports side, with college football largely wrapped until the New Year’s Day championship playoff games, pro football dominated the proceedings completely, with all 10 events on the Sports list. The marquee matchup between a resurgent Dallas team and Indianapolis, with star-on-the-rise QB Andrew Luck proved irresistible to posters, who filed 761,000 tweets seen by 6.6 million people.
That was despite the impressive 42-7 pasting Dallas put on a good Indy team. Interestingly, the No. 2 game in the top 10, Sunday night’s matchup between defending Super Bowl champ Seattle and a very good division rival in Arizona, also proved popular despite another rout. In this case, Seattle won 35-6. No one loves a good butt-kicking like a Twitter-wielding football fan, it would appear.
As always, Nielsen adds a boatload of caveats with its numbers, to wit:
Nielsen Social captures relevant Tweets from three hours before through three hours after broadcast, local time. Unique Audience measures the audience of relevant Tweets ascribed to a program from when the Tweets are sent until the end of the broadcast day at 5am. Sports Events include those on Broadcast and National Cable Networks only across all day parts. For multicast events, networks are listed alphabetically and metrics reflect the highest Unique Audience across all airing networks.