GRAMMYs? Who Cares. Saul Goodman is Back in ‘Better Call Saul’ and Tweeters Took Notice

By Adam Flomenbaum Comment

‘Better Call Saul’ premiered Sunday night and became the most-watched cable premiere in TV history. Not bad. On top of that, it was competing with one of the bigger social TV events of the year – the GRAMMYs – and still managed 106,000 tweets, seen by a unique audience of 3.09 million people (Nielsen Social). ‘Breaking Bad’ was never a social TV show, as it required one’s full attention, but ‘Better Call Saul’ has a good chance to be a top 10-tweeted show each week its on.

According to our analytics partners Canvs – the first completely syndicated qualitative social TV platform – 34,098 of the 105,738 ‘Better Call Saul’ premiere tweets they recorded were emotional reactions. 39% of the reactions included the word “love” while 22% included the word “excited;” a mere 7% included the word hate. The top moment was when Tuco Salamanca appeared.

Below, additional analysis from Sheila Seles, Product Services and Marketing Lead at Canvs, followed by an infographic:

In addition to Saul, two other Breaking Bad regulars made appearances in Better Call Saul.  In the premiere episode we saw season one villain, Tuco Salamanca and Saul’s “cleaner” Mike Ehrmantraut. Our analysts prepared insights on those two familiar faces. Tuco inspired just over 1,000 reactions when he popped up at the end of the episode. 38% of reactions loved Tuco while 27% found his appearance crazy. Mike Ehrmentraut earned more clear love from the audience: 62% loved Mike’s brief cameo as a parking garage attendant while 14% were excited to see him.