Better Colbert Ratings Equal Better Social Affinity for Brands

Better Colbert Ratings Equal Better Social Affinity for Brands

Since Jimmy Fallon took over NBC’s The Tonight Show in 2014, he has been a ratings juggernaut. But in January, CBS’ The Late Show with Stephen Colbert, took a lead in total viewers, which has now extended to an eight-week streak and a rare win for CBS late night in the first quarter of 2017. According to data from AffinityAnswers, Colbert’s ratings boost coincides with a social lift, even for advertisers with already strong social affinity for the show, as evidenced by commenting, posting photos, retweeting, hashtagging and more on Facebook, Instagram and Twitter.

By looking at the engagements of Late Show fans across 60,000 brands and over 400 million social users worldwide, AffinityAnswers data shows that these marketers – already some of the show’s top brand affinities – are in a better position than ever to leverage the show’s fans just as it is seriously gunning for late night dominance.

Brand TrueAffinity Score % Growth: 1/25 – 3/22 8.67 +0.3%
AT&T 8.64 +0.8%
Google Play 8.63 +0.7%
Apple TV 8.52 +0.8%
Bridgestone 8.50 +1.3%

Leave a Comment

Related Posts

Delivering behavioral intelligence
to the customer obsessed

Data brings us closer to consumers, allowing us to understand their behavior, passions, shared interests, and mutual affinities across brands and entities, resulting in deeper, more meaningful connections with current, past, and future customers. As data's role in marketing strategy...

Comedy Central
Channels Fan Insights To Drive a #1 Hit

Comedy Central hadn't had a scripted series hit in years, so the longstanding comedy network put particularly thoughtful planning into the promotion of Awkwafina is Nora From Queens, channeling fan insights to provide a positive and ongoing viewership.  With Broad...

Affinity Answers
Wins Social Media Tech Vendor of the Year Award

We've brought home the gold as Social Media Tech Vendor of the Year in e4m's Martech India Awards 2021. The annual ceremony celebrates marketing tech innovators who played a pivotal role in reshaping the APAC marketing landscape last year. The...