“Mad Men Light It Up,” a New SocialSenseTV Report

October 25, 2010

“Mad Men” is a show that gets people talking, which always gets us listening. The finale topped the social charts for all shows, after ranking highly throughout the season. We wanted to take a closer look at what all that buzz was about. There was also an interesting branded integration play — the series of Unilever ads — which presents a good opportunity to evaluate the campaign with social data.

The report, Mad Men Light It Up, is free to download. But here are some highlights and chart selections.

Not all of these shows are highly ranked by Nielsen. “Mad Men” is a case in point. Shows that are highly engaged and rank high in social ratings, but lower in Nielsen ratings, are a great value to buy. Great efficiencies of spend can be achieved when the social lift provided by a high engagement show extends a modest spend into extraordinary reach.

Delving into the conversation around “Mad Men” and its cast, we found that there was a strong theme of outrage that none of the actors had won individual Emmys, despite the fact that four were nominated. The chart below shows the principal actors and the percentage of conversation around each actor that included references to the Emmys.

The report includes data on the season finale, in addition to themes that span the whole season. The chart below shows which themes and scenes resonated the most from the finale.

If you want to know more, download the full Mad Men Light It Up report.

And while you’re reading it, we’ll be working on our next report about “The Walking Dead,” which will appear after it premieres on Halloween.

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