Women 25-34 Lead the Social TV Conversation During a Record-Breaking Shark Week

By Adam Flomenbaum 

Shark WeekShark Week never seems to bite off more than it can chew.

We wrote last week that “‘Shark Week’ was Discovery‘s most social event to date, generating more than 10 million Facebook interactions throughout the week.” This year’s numbers have been tallied, and Shark Week topped itself yet again. On Facebook, 12.7 million people had over 21 million interactions – more than double last year’s tally – related to Shark Week between August 10th and August 17th.

People couldn’t wait for ‘Shark Week‘ to begin this year, specifically (and perhaps, surprisingly) Women 25-34. Air Jaws: Fin of Fury – which kicked off the week on Sunday, August 10, generated the most buzz among ‘Shark Week’ programming.

Below, other ‘Shark Week’ social TV numbers from Facebook:

Top 5 locations generating Shark Week buzz:

Note – Florida remained solidly #1 throughout the week. Delaware, Pennsylvania and Rhode Island all bubbled up somewhere in the top 5 throughout the week, but New Hampshire is a surprise new-comer.

1.       Florida

2.       Delaware

3.       Pennsylvania

4.       Rhode Island

5.       New Hampshire

Top 5 demographics generating Shark Week buzz:

1.       Women 25-34

2.       Women 35-44

3.       Women 18-24

4.       Men 25-34

5.       Men 35-44

Most Social Shark Week Moments:

Measured by spikes in buzz between 8/10 and 8/17

1. Shark Week kick-off with Air Jaws: Fin of Fury – Sunday, 8/10/2014

2. Shark of Darkness: Wrath of Submarine – Sunday, 8/10/2014

3. Zombie Sharks – Wednesday, 8/13/2014

4. Monster Hammerhead – Monday, 8/11/2014

5.  Alien Sharks: Return to the Abyss – Tuesday, 9/12/2014

Top 10 Shark Week Hashtags:

1.       #sharkweek

2.       #bobtheshark

3.       #sharkafterdark

4.       #stabjosh

5.       #submarineshark

6.       #goblinshark

7.       #hammerheadshark

8.       #zombieshark

9.       #alienshark

10.   #finfest