In the days since Jay Leno’s last night hosting The Tonight Show, Jimmy Fallon‘s social-media team has ramped up and dramatically increased The Tonight Show social-media engagement — positioning NBC’s decades-old late night for social-media dominance online even before Fallon debuts this evening as host of The Tonight Show.
According to analyst RelishMIX, Fallon’s team jumped The Tonight Show engagement by 12.3 times (see graphic) in the seven days following Leno’s final show February 5, compared with 2.5 times for rival Jimmy Kimmel’s team. Engagement means, basically, how many people are watching, sharing and reposting a show’s content, according to RelishMIX CEO Marc Karzen. The company tracks social-media effectiveness and engagement for TV shows, movies and video games, analyzing how much fans of a given show are watching YouTube videos (and for how long), how often they’re posting and reposting material, and otherwise sharing and talking about the show on social media over time. “The graphic shows us that once Leno stepped aside, the Fallon machine quickly pulled the trigger on grabbing all of the Leno social channels in order to own those fans,” Karzen said. “The big tactical battle for 11:30 will be fought between Fallon, Kimmel, (David) Letterman and Arsenio (Hall) to deliver even more socially engaging segments that extend beyond the broadcast.” (more…)