Local Live Television Ratings Surge For NBC’S Broadcast of “The Sound of Music” Driving Strong Social Media Activity

12-10-13

New York, December 10, 2013 – The TVB (www.tvb.org), the not-for-profit trade association of America’s commercial broadcast television industry, today issued the following statement from Steve Lanzano, President and CEO of the TVB:   

“It wasn’t just the ‘hills that were alive’ Thursday night.  The local markets airing NBC’s ambitious 3-hour live production of ‘The Sound of Music’, saw commanding viewer attention across the country as well as a surge of social media activity.  KFOR in Oklahoma City, home market of the production’s star Carrie Underwood, delivered the highest local live ratings, 20.7 in HH, up +445% over the Nov ‘13 Thursday time period.  Notably, WTHR (Indianapolis), WGRZ (Buffalo), WTMJ (Milwaukee) and KDSK (St. Louis), each delivered similar outstanding household ratings.  In all, 31 of the 56 metered-markets outperformed the national average.

“In terms of social media, Nielsen's Social Guide reported that ’Sound of Music’ was the #1 topic on Twitter for the night the program aired and for the entire week, generating nearly 54,000 more Tweets than the #2 TV-Tweeted program, Scandal, did on December 5. In fact, ‘Sound of Music’ generated a ‘Twitter audience’ of nearly 69 million impressions - almost 53 million more than Scandal.  Furthermore, the Twitter audience of ‘Sound of Music’ was almost two and a half times the size as the next four top Tweeted programs of the night combined, dwarfing discussions about all other TV programs on Twitter. 

“Additionally, the live version of ‘The Sound of Music’ delivered a younger audience than 2012’s airing of the classic movie version, with A18-34 representing 16% of the live viewing audience compared to 9% for the movie.”

Lanzano concluded, “NBC’s bold approach in live event programming was rewarded with strong ratings, great demos and intense social media activity demonstrating again broadcast television’s ability to move large audiences to unparalleled viewing experiences, especially around the holidays with NBC’s annual Christmas Tree lighting in Rockefeller Center delivering a 6.1 Live+Same Day household rating and the Macy’s Thanksgiving Day Parade garnering a 12.8 Live+Same Day rating [at 9AM]. These programming specials, as well as other live broadcast television events, continue to deliver massive local audiences, which is why brands continue to look first to broadcast TV as a trusted marketing solution."

About TVB
TVB is the not-for-profit trade association of America’s commercial broadcast television industry. Its members include television broadcast groups, advertising sales reps, syndicators, international broadcasters, associate members and over 500 individual television stations. TVB actively promotes local media marketing solutions to the advertising community, and in so doing works to develop advertising dollars for the medium’s multiple platforms, including on-air, website and mobile. TVB provides a diverse variety of tools and resources, including www.tvb.org, to support its members and to help advertisers make the best use of local ad dollars.


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