Fox’s freshman series Glee is a three-screen powerhouse and one of the most valuable program franchises for marketers, according to the latest “content power ratings” (CPR) issued by Publicis Groupe’s Optimedia. The latest edition of the report covers calendar year 2009.
The CPR rankings, which the media shop first launched two years ago, attempt to assess the overall value of network and cable TV series by going beyond Nielsen TV ratings. CPR gauges factors such as program environment and viewer involvement, as well as chatter on blogs and social networks. (These are assessed in part by in-house qualitative research involving a panel of several thousand viewers). The Optimedia rankings also consider a program’s cross-platform viewing performance and trends on mobile and online.
This year for the first time Optimedia used two additional sources to help calculate its ratings: Facebook fan count to assess the number of “friends” that programs have on the social network and Nielsen BuzzMetrics to help gauge sentiment of conversations on blogs and chat rooms. Other sources used by the shop to compile its ratings are Nielsen TV and online ratings, Comscore, E*Poll and Factiva.
Glee was the only new network show this season to make it into the CPR’s top-10 prime-time program ranking (9th). Optimedia evp Greg Kahn credited Fox with deploying a “smart marketing strategy” to help promote the show, with a mix of traditional and new media techniques, such as a MySpace Karaoke campaign, the early debut of the program last spring and a series of well promoted concerts last summer leading up to the new fall season.
Despite some slippage in its Nielsen ratings this season, American Idol remained the top program on the CPR list. “It still has tremendous equity,” said Kahn, noting that it remains strongest across qualitative metrics like viewer involvement and advocacy.
Kahn said that premium cable shows did exceptionally well in 2009 in the positive buzz category, including HBO’s True Blood, which was ranked 18th on the CPR ranker. Other pay cable shows garnering lots of positive buzz included Showtime’s Weeds and Dexter, and HBO’s Entourage and Big Love.
Rounding out the top 10 CPR shows were Lost, Dancing with the Stars, Grey’s Anatomy, House, Family Guy, The Office, CSI and NCIS.