Buried in the Thanksgiving lineup was Lifetime’s ‘Grumpy Cat’s Worst Christmas Ever.’ The made-for-TV movie had terrible ratings, but placed 9th on last week’s Nielsen Twitter TV Ratings chart. Why? People were hate-watching the movie while taking to Twitter. It seems now that networks can produce shows so bad that they generate social buzz.
According to our analytics partner Canvs, which measures Twitter sentiment, 18,234 of 50,227 tweets about the movie were emotional reactions. 36% of the emotional reactions included the word “love” and 27% included “hate.” Nearly 1,100 of the reactions expressed both “love” and “hate” simultaneously (aka “hate-watching”). The premiere drove the most emotional reactions towards the end of episode, when viewers said it was “crazy” that Grumpy Cat drove a Camaro through a mall. Below, some more insights from Canvs on what drove the Twitter conversation, followed by an infographic:
-Aubrey Plaza voiced Grumpy Cat and her handle was mentioned in 24% of all reactions (4,309 total). She was second only to @realgrumpycat, who was mentioned in 25% of all reactions.
-Somewhat surprisingly, “hate” was the most common emotion expressed when people reacted to Plaza’s handle. On further inspection, this is because Plaza was also hate watching the movie. Tweets like this, “TERRIBLE MOVIE THEY WROTE #oscarbuzz #WorstChristmasEver I. DONT. UNDERSTAND. THE. PLOT. OF. THIS. MOVIE.” were retweeted hundreds of times causing “hate” to spike in Tweets mentioning Plaza’s handle.-Though “hate” was the most common reaction to Plaza, she still pulled in a sizable portion of “love” reactions. 37% of all reactions to @evilhag expressed “love.” Of those, 15% expressed “love” for particular lines she delivered.