‘Modern Family’s’ ‘social media episode’ wasn’t very social; it also wasn’t very talked about on Twitter.
According to our analytics partners Canvs – the first completely syndicated qualitative social TV platform – 6,436 of 12,017 tweets (Nielsen Social) about the show were emotional reactions. 42% of the emotional reactions included the word “love” and 23% included “funny.” The show drove the most reaction when Clair and Phil thought that Haley was pregnant and had eloped with Andy.
Although the tweet volume was low, it was a big win for Apple. 21% of the reactionary tweets mentioned Apple, while only 6% mentioned the show’s characters. 55% of the Apple-specific reactions featured the word “funny” while only 7% featured the word “hate.”
Below, additional analysis from Sheila Seles, Product Services and Marketing Lead at Canvs, followed by an infographic:
Wednesday’s Apple-fueled episode of Modern Family definitely caught viewers’ attention: 21% of Twitter reactions to the episode mentioned Apple or its products. The episode relied so much on Apple that it could have come off as a sales pitch in less capable hands. We used Canvs to see how audiences felt about the heavy integration. While 13% of all reactions to Apple mentioned the commercial feel of the episode, 34% of reactions that called the show an “ad,” “commercial” or “product placement” still expressed love for it. The haters comprised a smaller but significant 25% of “commercial” reactions. Looks like audiences are in favor of branded integrations as long as they’re this well executed.
