Roger’s Mustache Drives Twitter Conversation About ‘Mad Men’ Premiere

By Adam Flomenbaum 

All right ‘Mad Men’ fans. This is (part two of) it.

Last Sunday night premiered the second half of the final season and according to our analytics partners Canvs – the first completely syndicated qualitative social TV platform – 20,466 of 69,348 tweets (Nielsen Social) about the show were emotional reactions. The show’s top moment came when Roger showed up with an unexpected 70’s mustache (fans said it was crazy).

Overall, the reactions were positive. Here are some of the words from certain emotional word clusters:

Love (34% of reactions) included: best, favorite, great, happy

Excited (15% of reactions) included: can’t wait, pumped
Hate (15% of reactions) included: ew, unsure, awkward, going to miss

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

Though there were some major plot developments in this episode, shocking new facial hair on Roger, Ted, and Stan ruled Twitter reactions of Mad Men. “Mustache” was mentioned in 3% of all emotional Tweets. In fact, people reacted more to mustaches than they did to main characters Roger Sterling and Ken Cosgrove. Feelings about the abundant facial hair were mixed: 35% of facial hair reactions expressed love, 26% hated the new looks, and 18% said it was crazy.