Sometimes (ahem, Sharknado), it’s not the best-quality programs that get the most buzz on social media.
NBC’s live TV performance of Rodgers’ and Hammerstein’s iconic The Sound of Music – and its star Carrie Underwood – was the subject of ridicule online over the months leading up to the broadcast.
But NBC got the last laugh.
According to Nielsen SocialGuide, there were 449,540 tweets sent during the show (compared to Sharknado’s 318,232), and those tweets were seen more than 68 million times. The Sound of Music was the most social show of the entire evening.
The tweet volume even pushed the performance into the week’s Nielsen Twitter TV Ratings top 5:
And the Twitter buzz was reflected in the ratings: the show earned 18.5 million viewers.
According to Mashable, “NBC’s $9 million gamble was the network’s biggest Thursday audience for a non-sports broadcast since 2004, when the finale for Frasier finished with 22.6 million viewers.”
But here’s the real million dollar question: was it all worth it, when so much of that Twitter activity was negative? Is it really true that “all press is good press”?
(NBC Sound of Music image via NBC.)