Last week, Philippe P. Dauman, CEO and president of Viacom pointed to ‘Hit The Floor’ and ‘Love & Hip Hop: Atlanta‘ as the main drivers of VH1’s tremendous year-over-year ratings growth.
Like ‘Love & Hip Hop: Atlanta,’ the growth of ‘Hit the Floor’ Season 2 – and by extension – VH1 – can largely be attributed to its social and digital savvy. This season of ‘Hit the Floor,’ which concludes tonight, has seen a 91% increase in full episode streaming and a 215% increase in webisode stream viewers over Season 1.
Season 2 full episode streaming has also averaged an impressive 84% completion rate, also up from last season. On the linear ratings front, the show was the #1 new scripted series of the summer on cable among Adults 18-49 in its debut season, and currently ranks as the #1 ad-supported scripted drama on cable among women 18-49.
Socially, this season generated 36 global trending topics on Twitter, a 250% increase in social followers vs. Season 1, and consistently ranked among the top 10 most social shows on Monday nights on Twitter.
After last Monday’s episode, VH1 launched a cross platform experience around #whokilledolivia. Fans visiting WhoKilledOlivia.Vh1.com in the past week have been able to see fan predictions about who killed cast member Olivia Vincent (played by Charlotte Ross). Each day, new videos from each cast member were added to the site, adding to a variety of conspiracy theories. The answer will be revealed on tonight’s finale and is sure to create a social splash.