NBC paid nearly $1.2 billion for the rights to cover the 2012 London Olympics. While that sum seems exorbitant, Trendrr‘s Second Annual Year End Stats Report proves that it was worth every penny. According to the report, NBC was the most engaging network in 2012. Minus all sports and special-programming, though, Fox would have taken the title.
But it’s a mistake to discount sports from any social TV measurement. We have known for awhile that sports dominates social TV, and looking at the “Most Engaging Genres” in the report, sports constituted 31% of the social TV conversation (with “Reality” a distant second at 17%).
Another highlight was that the average SpongeBob SquarePants episode brings in 80,000 social interactions, which is by far the program with the most social activity per episode.