Discover the most anticipated new fall TV shows for 2012.

1. Most Anticipated New Fall Shows
Analysis Date Range: 5/1/12-9/13/12
©2012 Networked Insights

2. Executive Summary
Most Anticipated New Shows
Network Show Name Raison d'être
NBC The New Normal Funny, semi-realistic and like Modern Family meets Glee
NBC Revolution Intriguing premise and fan favorite showrunners
FOX The Following Kevin Bacon casted in a solid plot
FOX The Mindy Project A nice mix of humor and realism
ABC Last Resort Strong cast and crew
ABC Nashville Connie Britton is a great actress
CBS Elementary Sherlock Holmes stories in general are very enjoyable
CBS Vegas The star-studded cast, particularly Michael Chiklis, is the draw
CW The Carrie Diaries AnnaSophia Robb is worth watching for, and the plot works
CW Arrow Familiar cast and style for current CW viewers
©2012 Networked Insights 2

3. Behind the Art and the Science
A quick definition of what’s included on each slide…
Activation Opportunities
/Brand Affinities: Content
like brands, musicians, films,
and even other TV shows are Audience Similarity:
often siloed, but when Understanding what other
working together they can pre-existing audiences are
amplify the viewing interested in a show allow
experience. Networked networks and brands to tap
Insights identifies these current audience affinities
interests by identifying and discover additional
viewers of a show and opportunities.
overlaying them with our lists
of pre-identified interests.
Networked Insights
Thematic Discovery:
Advanced clustering Networked Insights Social
technology extracts the key Index (SI) definition: A
sub-themes expressed in the comparative measure of a
content analyzed. Themes topic (e.g., TV show) relative
lead to recommendations on to its peer group (e.g., all TV
ways to optimize the pilot shows) which combines Post
and other marketing content. Volume and Sentiment. The
SI normalizes each factor and
combines them so that the
“average” show receives a
SI = 100.
©2012 Networked Insights 3

4. The New Normal
Key Takeaways
 Showrunner Ryan Murphy’s comedic style resonates strongly with viewers
 Viewers are excited to watch The Real Housewives of Atlanta cast member NeNe Leakes in a new acting role
 Show is being discussed across social by fans of Glee and Modern Family
 Activation opportunities/brand affinities: Ellen DeGeneres, Lacoste, White Collar, Foster the People
Emerging Conversation Themes Sentiment
“I adore Ellen Barkin, and so 13%
NBC fall schedule looking forward to this 3%
conversations
64% show!” – Daytimeroyaltyonline.com
“I'll probably watch the new normal when
it premieres but only because of the gay 84%
NeNe Leakes is a great couple and nene leakes” – Tumblr.com
addition
17%
Positive Negative Neutral
“@MrRPMurphy just watched the pilot
Ryan Murphy is my favorite
for #TheNewNormal and it's really Social Index
11% inspirational while still being fun. I love
writer it just like I love Glee.” – Twitter.com
“CAN YOU SPELL CENSORSHIP? GET over it and
Salt Lake City NBC affiliate
won’t air the show
8%
Broadcast it, If people don''t want to watch they can
turn the damn channel them selves DO NOT TELL
PEOPLE THAT THEY DON"T HAVE THE CHOICE!!!!!!“
– Gossipcop.com 702
0% 20% 40% 60% 80%
Themes are derived from 110,124 posts (from 5/1-9/12/12) ©2012 Networked Insights 4

5. Revolution
Key Takeaways
 Viewers expressed excitement after watching the extended teaser during the Olympics
 Many viewers think the show has promise, but have doubts that NBC can resist cancelling the show
 Show is being discussed across social by fans of Supernatural, Alcatraz, Awake, Falling Skies
 Activation opportunities/brand affinities: The Avengers, Diablo 3, Fringe, Hidden Valley Ranch
Emerging Conversation Themes Sentiment
“Dear NBC, if this Revolution is
as bad ass as it looks, I will
NBC fall schedule forgive you for the Olympics.”
conversations
72%
– Twitter.com
50% 46%
“I’m kind of curious about Revolution, too, but in a
much more reserved way. All the promos that NBC
Trailer/teaser makes the show aired during the Olympics caught my interest, but 4%
look interesting
23% we shall see if the show can keep it” – Wordpress.com
Positive Negative Neutral
“I always felt that Esposito was
I'm happy Giancarlo Esposito underrated. Hope it's a great
Social Index
is in the show
13%
series.” – Wired.com
“Definitely checking out Revolution.
264
I mean, the creator of Supernatural
Eric Kripke and J.J. Abrams are + the creator of Alias/Lost/Fringe??
great creators
10%
I am SO IN.” – Tvline.com
0% 20% 40% 60% 80%
Themes are derived from 74,175 posts (from 5/1-9/12/12) ©2012 Networked Insights 5

6. The Mindy Project
Key Takeaways
 Mindy Kaling has a large social following and is considered very funny in everything she does
 This show is very quotable and the situations are relatable to viewers
 Show is being discussed across social by fans of The New Girl, The Office
 Activation opportunities/brand affinities: Psych, Christina Hendricks, The Shins, Pabst Blue Ribbon
Emerging Conversation Themes
“Ha, I am embarrassingly excited about Fall
Sentiment
TV coming back. I'm really excited for The
Mindy Project, too! I also think The New
FOX fall schedule Normal could be good. But I am most happy
conversations
82% for my old fave - Parks and Recreation to 33%
make a reappearance” – Blogspot.net
61%
“Loved her on The Office and loved her
6%
book so I hope I love her show. I'll wait
Mindy Kaling is very funny 37% to it premieres though.” – Jjb.yuku.com
Positive Negative Neutral
“First of all, it's a Springsteen Show, not a
'Bruce Springsteen concert'." Social Index
Quotes from the show 11% #themindyproject #relevant” – Twitter.com
“I just watched the project for The Mindy Project,
Relatable and humorous show 9%
too! I think it’s a really adorable and relatable
show (at least for me), so it should pair really well
with New Girl.” – Wordpress.com 184
0% 20% 40% 60% 80% 100%
Themes are derived from 23,160 posts (from 5/1-9/12/12) ©2012 Networked Insights 6

7. Elementary
Key Takeaways
 Overall viewers are happy with the casting
 With Watson being a woman viewers discuss the possibility of a romance between her and Holmes
 Show is being discussed across social by fans of CSI Miami, Sherlock
 Activation opportunities/brand affinities: Ellen DeGeneres, Lacoste, White Collar, Foster and the People
Emerging Conversation Themes Sentiment
“Elementary: Sherlock Holmes in New York
with a female Dr. Watson ... Absurd... & yet
CBS fall schedule 31%
conversations
62% I LOVE IT...” – Twitter.com
“I very much enjoyed Elementary! Jonny Lee 61%
8%
Miller is always entertaining to watch and
I'm liking Lucy Liu as well. I've only previously
Show has an interesting cast 42% seen her in Charlie's Angels (yay!) and Kill Bill
(a movie I didn't like at all).” – Livejournal.com Positive Negative Neutral
“I will watch the first episode of
Elementary but I'm biased. I love
Social Index
I love Sherlock Holmes stories 27%
BBC! Sherlock.” – Fanforum.com
“The modern Sherlock Holmes is quite
Watson being a woman is a
good pick
13%
fascinating in the pilot for # ELEMENTARY.
Great choice of making Watson a woman in
the form of Lucy Liu” – Twitter.com 173
0% 20% 40% 60% 80%
Themes are derived from 14,530 posts (from 5/1-9/12/12) ©2012 Networked Insights 7

8. The Following
Key Takeaways
 Showrunner Kevin Williamson is drawing heavy viewer attention, but Kevin Bacon has him beat for leading
viewer interests
 Show is being discussed across social by fans of Person of Interest, Burn Notice
 Activation opportunities/brand affinities: Jerry Seinfeld, Boardwalk Empire, Weightwatchers, Madonna
Emerging Conversation Themes Sentiment
“@ TheFollowingFOX When is the
FOX fall schedule
conversations
77% premiere?.” – Twitter.net 35%
55%
“I am looking forward to Kevin Bacon's new
show The Following, on Fox. Sounds dark 10%
Kevin Bacon – end of and violent but I like the premise. And James
discussion
27%
Purefoy is easy to look at.” – Fsuniverse.net
Positive Negative Neutral
“@kevwilliamson That is
More Kevin Williamson, 00
because you are Kevin Social Index
please
20% Williamson! ♥” – Twitter.com
“Unbelievable new Kevin
Might be too scary to watch 6%
Williamson pilot but it actually
might be too scary for me to
watch... The following” – Twitter.com 157
0% 20% 40% 60% 80% 100%
Themes are derived from 54,368 posts (from 5/1-9/12/12) ©2012 Networked Insights 8

9. The Carrie Diaries
Key Takeaways
 AnnaSophia Robb is a huge draw for tuning in
 Viewers think the show’s concept works very well
 Show is being discussed across social by fans of Gossip Girl, Revenge, Girls
 Activation opportunities/brand affinities: BlackBerry, Vampire Weekend, Spartacus, Lena Dunham
Emerging Conversation Themes Sentiment
CW fall schedule “I cannot wait for 'The Carrie Diaries' to start
71% airing on The CW!” – Twitter.com 31%
conversations
“Aside from that, the show looks like crap, 65% 4%
probably teen girls will love it.
Conversations about But hey, AnnaSophia Robb every damn
AnnaSophia Robb
32% week is worth the sacrifice. .” – Imdb.com
Positive Negative Neutral
“It's a real testament to the author that she
Conversations about Candace can take her characters back in time (and I'm Social Index
Bushnell and reading her 25% sure forward too) and they still feel
books authentic.” – Wordpress.com
83
“So bets on cancellations? I think only Arrow
Comparing "The Carrie
and The Carrie Diaries will survive of the
Diaries" to other CW teen 13% news shows.!” – Fanforum.com
dramas
0% 20% 40% 60% 80%
Themes are derived from 2,928 posts (from 5/1-9/12/12) ©2012 Networked Insights 9

10. Arrow
Key Takeaways
 Current fans of the CW like that the show has a familiar cast and aesthetic to what they’re used to on the CW
 Original Green Arrow comic fans are not impressed with the reinterpretation
 Show is being discussed across social by fans of Smallville, The Vampire Diaries
 Activation opportunities/brand affinities: Comedy Central, Bruce Willis, Maroon 5, Target
Emerging Conversation Themes Sentiment
“It sounds like someone must be getting
bitten pretty badly because the episode calls 12%
CW fall schedule for a Coroner, who will be played by Nneka 9%
conversations
71% Croal ("The 4400", "Arrow")..” – Livejournal.com
“I might see Arrow as well since I really like
Katie Cassidy but I'll have at least 9 shows to 79%
watch per week if I watch Arrow as well
Conversations about Katie
24% woah.” – Fanforum.com
Cassidy
Positive Negative Neutral
“There were so many clichés in that ARROW trailer it
was untrue! The casting looks as bland as it always is
in these shows. Everybody looks like they've been Social Index
Comic fans are not big fans of cast based entirely on their abs and cheekbones..”
how the show looks
13% – Superherohype.com
“I would like nothing more than a great TV show
74
starring Wonder Woman but I also think that there
People still really want a are some things that Warner Bros. and the CW can
Wonder Woman TV show
5% learn from the fustercluck of the NBC Wonder Woman
pilot and the success of Arrow.” – Tumblr.com
0% 20% 40% 60% 80%
Themes are derived from 4,939 posts (from 5/1-9/12/12) ©2012 Networked Insights 10

11. Last Resort
Key Takeaways
 Press releases frequently advertise Scott Speedman, but Andre Braugher has more non-PR conversations
 Shawn Ryan is still remembered for his previous projects (e.g. The Shield)
 Show is being discussed across social by fans of Leverage, Burn Notice
 Activation opportunities/brand affinities: WWE Raw, Incubus, Anthony Bourdain, Hershey’s
Emerging Conversation Themes Sentiment
“NYC - who's going to the @paleycenter Fall TV
Preview tonight? @666ParkAve_ABC 21%
ABC fall schedule @Nashville_ABC & @ LastResort_ABC are all
conversations
77%
being previewed!” – Twitter.com
9%
70%
“Andre Braugher gives a powerful
I can’t believe they got Andre performance in about everything he does.”
Braugher
18% – Ign.com
Positive Negative Neutral
“Just saw the trailer for Last Resort love Andre
Braugher & love that you used Nothing by the
Water by @gracepotter & The Nocs
Social Index
Great cast and crew 15%
@ShawnRyanTV” – Twitter.com
70
“Looks interesting, but I can't see how they
Exciting concept – Is there can make a whole show out of it? Seems like
longevity?
7% it would be a good film.” – Yuku.com
0% 20% 40% 60% 80% 100%
Themes are derived from 8,385 posts (from 5/1-9/12/12) ©2012 Networked Insights 11

12. Nashville
Key Takeaways
 Viewers think that Connie Britton is a great actress and will make the show very enjoyable
 There’s a lot of mixed sentiment around co-star Hayden Panettiere, but the majority think she fits
 Show is being discussed across social by fans of The Secret Life of the American Teenager, GCB
 Activation opportunities/brand affinities: Gossip Girl, Fiona Apple, Mark Cuban, BlackBerry
Emerging Conversation Themes Sentiment
“Smash burned me with a great pilot and
an terrible, terrible season. I’ll wait until
ABC fall schedule this show is well under way… then we’ll
25%
conversations
82%
see.” – Tvline.com
5%
“What's going on? Just saw a commercial for 70%
@ Nashville_ABC with the fabulous
Connie Britton is a great @ConnieBOnline. What does that mean for
actress
34% @AMHorrorStory?” – Twitter.com
Positive Negative Neutral
“maybe Nashville, since I love
Not completely sold with Connie Britton, but I don't care for Social Index
Hayden Panettiere
19% Hayden Panettierre” – Yuku.com
“Don’t get me wrong, country music is one of the
66
worst things ever perpetrated on our civilization, but
Mixed feelings about country
music
4% 00
Connie Britton is one of the greatest things ever
bestowed on us lowly beings, plus Hayden Panettiere
is nice to look at. .” – Wordpress.com
0% 20% 40% 60% 80% 100%
Themes are derived from 1,745 posts (from 5/1-9/12/12) ©2012 Networked Insights 12

13. Vegas
Key Takeaways
 The show’s cast is much more of a draw to viewers than its proposed plot
 Shawn Ryan is still remembered for his previous projects (e.g. The Shield)
 Show is being discussed across social by fans of The Shield, Boardwalk Empire, Mad Men
 Activation opportunities/brand affinities: Netflix, Sons of Anarchy, Neon Indian, Stephen Colbert
Emerging Conversation Themes Sentiment
“My take: I wasn’t excited about this show
until that “folding is not an option” pun at
CBS fall schedule
the end. Now I’m hoping that Dennis Quaid 23%
conversations
82% and Michael Chiklis can fill the void left from
canceling CSI: Miami.” – Hobotrashcan.com 3%
“@jason_omara Have I mentioned that I'm 74%
The cast has a lot of literally green (Wachowski style) with envy that
recognizable names
45% you get to work with Trinity?” – Twitter.com
Positive Negative Neutral
“I know this show looks a little over the top in
some of the promos, but I also think that Michael Social Index
Michael Chiklis is a great actor 27% Chiklis is too amazing in these sorts of roles to
ever pass up.” – Blogspot.com
60
“It will be interesting to see how old new
Will this show appeal to period mob drama Vegas starring Dennis
younger people?
5% Quaid would skew” – Deadline.com
0% 20% 40% 60% 80% 100%
Themes are derived from 1,127 posts (from 5/1-9/12/12) ©2012 Networked Insights 13

14. For More Information
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©2012 Networked Insights 14