2011 New Fall TV Show Report Card

New Fall ShowsNetwork Strengths Weaknesses ü  NBC has the first “diamond in the rough” with the Maria Bello ü  NBC has challenges with viewer loyalty driven Primes Suspect ü  Many NBC shows, like Up All Night, need some tweaking to ü  Up All Night has launched as the strongest comedy in really catch fans conversations across all the networks and was picked up for a ü  Whitney is suffocating Prime Suspect, and we are calling this full season show the “social turkey” of the season ü  Of the 5 new shows, only 2 have promise for the season on ü  NBC cancelled The Playboy Club (which was recommend to be NBC avoided in earlier reports) ü  The X Factor and Terra Nova have a high number of ü  The new FOX shows are struggling with creating their own niche impressions audiences, and viewers are having a hard time committing to a ü  New Girl was given a full-season order and has a strong show following ü  All of the new FOX shows are recommended as “tentative” since ü  The X Factor judge L.A. Reid impressed viewers and is a break- they all have very polarized conversations out hit with fans Knowing the strengths and ü  ABC’s new dramas have been some of the most successful ü  ABC’s new shows don’t have as much conversation as The CW weaknesses around a and FOX with viewers ü  Revenge’s plot and acting were far richer than what viewers ü  The reboot of Charlie’s Angels has flopped heavily despite high network’s programming viewer anticipation and Facebook Fan Page “likes.” The content expected and as a result viewers are excited to see more has not lived up to viewer expectation. lineup allows you to pick the right partner for your ü  Person of Interest, despite low volume of conversation, is a recommended show ü  CBS dramas have the lowest volume of conversation out of all the new dramas broadcast and online ü  Poppy Montgomery’s acting in Unforgettable is attracting viewer attention ü  All of CBS’s new shows have highly polarized discussions ü  A Gifted Man is tentatively recommended, but based on the low media investments. This ü  Kat Dennings is the reason for watching 2 Broke Girls conversation this program is not a good investment slide provides guidance based on social data for ü  By premiering the shows earlier than other networks, CW shows were able to increase conversation and is the go to ü  H8R is disliked by viewers each of the five broadcast network to reach Millennials ü  Ringer is the most discussed new drama of the fall season ü  The Secret Circle is not making as much of an impact as predicted, and struggles to find viewers that aren’t already The networks based upon their ü  Rachel Bilson and Hart of Dixie reminded fans of early popular WB dramas like Gilmore Girls Vampire Diaries fans news shows premiering in the fall. Go to www.networkedinsights.com/tvreport to buy the complete report that includes every new show on all 5 networks. © 2011 Networked Insights

New Fall ShowsSummaryü  CW shows, particularly Ringer, had the largest amount of pre-air conversationü  CW and NBC shows with early season premieres gave them a great advantage and their conversation is higher than the other networksü  The X Factor premiere had the largest impact on the FOX network conversationü  Despite ABC shows having the largest number of Facebook fans and CBS the lowest number of “likes”, new shows for both networks performed the same in the overall conversation Network-Level Comparison ABC 120,000 CW show premieres CBS CW releases new show trailers CW 100,000 FOX 80,000 The X Factor premiered 60,000 40,000 20,000 -‐ 8/27 8/29 8/31 9/2 9/4 9/6 9/8 9/10 9/12 9/14 9/16 9/18 9/20 9/22 9/24 9/26 Go to www.networkedinsights.com/tvreport to buy the complete report that includes every new show on all 5 networks. © 2011 Networked Insights

New Fall Comedies Summary ü  The early premieres generated higher conversation ü  Free Agents had more conversation during the premiere and afterwards than Up All Night, a large majority of that conversation was discussing the show’s poor performance and the chances of its cancellation ü  Of all the new comedies to premiere, Whitney had the weakest and most negative conversation ü  2 Broke Girls and New Girl’s content and performances are frequently compared, but due to volume and sentiment 2 Broke Girls is the clear winner Show-Level Comparison 30,000 Season Premiere 25,000 2 Broke Girls Free Agents 20,000 New Girl Season Premieres Up All Night 15,000 Some blogs menGon the plot of Free Agents Whitney 10,000 5,000 -‐ 8/27 8/29 8/31 9/2 9/4 9/6 9/8 9/10 9/12 9/14 9/16 9/18 9/20 9/22 9/24 9/26 Go to www.networkedinsights.com/tvreport to buy the complete report that includes every new show on all 5 networks. © 2011 Networked Insights

New Fall DramasSummaryü  Dramas generate more conversation than comediesü  The second episode of Ringer had more conversation than any premiere of the new dramasü  The other two CW dramas, Hart of Dixie and The Secret Circle, were also highly discussedü  The Playboy Club’s conversations were focused on how viewers disliked the show. As of October 4th, the show was officially cancelled.Show-Level Comparison A Gifted Man Charlies Angels Hart of Dixie Pan Am At a glance see each Person of Interest Prime Suspect Revenge Ringer broadcast network’s lineup of 90,000 New Ringer trailer released new sows - their genre, 80,000 Ringer premieres social impressions, sentiment 70,000 and commentary based on 60,000 research performed for each 50,000 individual program by Season Premieres 40,000 Networked Insights Analysts 30,000 who specialize developing 20,000 strategies to optimize 10,000 broadcast advertising. -‐ 8/27 9/3 9/10 9/17 9/24 Go to www.networkedinsights.com/tvreport to buy the complete report that includes every new show on all 5 networks. © 2011 Networked Insights

Facebook FansSummaryü  Shows with successful premieres, like Pan Am and Up All Night, have the largest post-premiere fan growthü  Shows that flopped with audiences, like Charlie’s Angels and Free Agents, have almost no fan page growth post-premiereü  Charlie’s Angels and The Playboy Club also prove that having lots of Facebook fans does not guarantee a show will win over viewers; the show’s content is still kingü  ABC shows on average have the highest number of fans while CBS shows on average have the least amountWeek by Week Fan Growth 8/31/2011 9/9/2011 9/16/2011 9/23/2010 9/30/2010 200,000 150,000 100,000 50,000 0 Am els tor ght Ring er ls ie e Gir rt of Dix e Suspe ct h8r d Ma n Pan rlies Ang he X Fac Up All Ni Brok a m Gifte Cha T 2 H Pri A Go to www.networkedinsights.com/tvreport to buy the complete report that includes every new show on all 5 networks. © 2011 Networked Insights

Whitney NBC, Comedy “To me, it seemed like the typical ‘new’ romantic-comedies that NBC has been doing lately. Not my style of TV Summary programming. Whitney Cummings is a lot funnier doing her regular nasty While Whitney had a great lead-in with the season premiere Recommendations stand-up comedy act.“ of The Office, the social conversation related to the show has - Avsforum.com ü  Avoid this program as the GRPs been trending negatively since NBC’s poorly received are being inflated by The “Community premiered after the Office summer ad campaign. This attitude has only increased Office’s season premiere and originally too, and it was the highest dramatically since the premiere. Recently the show was the social conversation is ratings of the shows history, so I dont picked up for a full season by NBC, but due to it’s terrible trending very negatively take those Whitney numbers seriously.“ sentiment it has been picked as our “social turkey.” - Absolutepunk.net “Just saw the pilot for that Whitney Conversation Cummings show on NBC. Good lord, 10,000 the laughs were awful. I could only stand a few minutes of it.“ 8,000 6,000 A TOTAL IMPRESSIONS: 71,633 - Imdb.com 4,000 A.  (9/22/11) – Season Premiere 2,000 “One of these things is not like the -‐ others: Community, The Office, Parks & 8/27 9/10 9/24 Recreation and Whitney.“ - Democraticunderground.com SenGment 27% 70% PosiGve NegaGve Neutral Themes Better understand the social Whitney audience developing around unaired broadcast programs to 30% 28% 22% 20% uncover advertising opportuni- Questionable Fit for TV Good Rating Unreliable Live Audience was Distracting Bad Fit with NBC Comedies ties and better inform ad buyingü  Viewers enjoyed Whitney ü  Viewers suggested other NBC ü  The laughs of the studio ü  Viewers discussed only decisions. This report provides a Cummings and will watch comedies inflated the ratings for audience was hard for some watching Whitney because the show just to see her Whitney viewers to sit through it is on around the other comprehensive profile of fanü  Viewers found that her ü  Advertisements brought viewers in, ü  Viewers discussed that this NBC comedies they prefer sentiment, the volume of online humor was a bad fit for TV but may not keep them style doesn’t fit time slot conversations, the key topics within those conversations and recommendations. Go to www.networkedinsights.com/tvreport to buy the complete report that includes every new show on all 5 networks. © 2011 Networked Insights

MethodologyAudience DefinitionsAudiences are defined by idenGfying sites that exhibit strong contextual relaGonships and/or are visited by users with shared affiniGes. This set of sites consists of locaGons that most effecGvely capture the audience engaging around topics within a specified domain. Defining an audience allows Networked Insights to reduce the noise prevalent in social media, including spam and duplicate data, allowing for idenGficaGon of true insights. Conversation MetricKeywords and phrases are used to categorize topics and themes that appear in social media conversaGons on blogs, forums, microblogs and social networking sites. Categories are idenGfied by Networked Insights’ proprietary Topic Discovery Engine (TDE) in conjuncGon with analysis from our social media analyGcs team. Once individual topics have been isolated, TDE is used to discover sub-‐themes, and various metrics (post volume, impressions, senGment, etc.) are provided as needed for each topic. ImpressionsImpressions are a calculaGon of the number of social menGons of a product/brand that visitors to social networking sites, forums, blogs and microblogs were exposed to. Impressions provide an esGmaGon of how social media are consumed, are a way to account for the vast majority of social media users who do not actually create posts, and enable us to look beyond post counts to gain a be_er understanding of how much social reach a topic truly has. Impressions are a passive measurement tool and do not necessarily demonstrate engagement. As with other basic metrics, it is important to layer themaGc insights upon impressions in order to understand what drives the conversaGon and what acGons are required. SentimentKeywords are used to describe brands and products. Each keyword is defined by Boolean-‐search strings tuned to accurately capture volume of conversaGon. RaGngs of posiGve, negaGve and neutral are assigned to a random sample of posts in order to gauge the senGment for a given keyword. Topic DiscoveryA mathemaGcal approach is used to understand what themes drive conversaGon. Advanced clustering technology extracts the key sub-‐themes expressed in the content related to a keyword. A qualitaGve analysis is included to expose what is really driving theconversaGon and how different sub-‐themes interconnect. © 2011 Networked Insights

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2011 New Fall TV Show Report Card

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