Brand Passion Index: Dancing with the Stars Crushes the Competition

Kimberly Surico |
 09/16/13 |
3 min read

The Fall season always brings so many new changes – the back-to-school shopping scramble, the beginnings of a chill in the air, and the premiere of new TV seasons. With so many shows coming back to the air with fresh storylines, it only made sense to base our September Brand Passion Index off of the social media reaction to Fall TV. I decided to focus on these seven shows, across a bunch of different networks: American Idol (FOX), Dancing with the Stars(ABC), Homeland (SHO), Modern Family (ABC), NCIS (CBS), New Girl (FOX) and The Voice (NBC).


In the graphic above, the amount of chatter about a brand is indicated by the size of the bubble, while the placement of the bubble shows the sentiment and the intensity of passion.

To focus in on the end of last season and the anticipation for fall premieres, we zeroed in on the time frame of April 30, 2013 – September 5, 2013. NBC’s singing competition The Voice received the most social buzz, with 49% of the total chatter for the seven shows. However, its other metrics were neutral with a Net Sentiment of 39 and a Passion Intensity of 61, indicating that while online viewers talk passionately about the show, it’s not always in the most positive light. Online consumers talked about enjoying the show, but seemed embarrassed – almost as if the show is a guilty pleasure. They also mentioned being disappointed with the results.

Embarrassed to admit it but I’n really enjoying The Voice finale. There, I said it.

So enjoyed The Voice, I’ll be honest.

Very disappointed with The Voice result. There was clearly a far more talented pair on show that I would have liked to have seen more of but never mind!

I am very disappointed In the results of The Voice.

ABC dominated the BPI with the most-loved shows, with Dancing with the Stars just barely edging Modern Family, my personal favorite, out for most-loved. Modern Family had the lowest share of mentions, but had the second highest Passion Intensity score of 72 as well as the highest Net Sentiment score of 65. Verbatim surfaced showed that consumers love the comedic ensemble, but particularly love the character Phil Dunphy.

Modern family is by far the funniest show on tv.

Modern family is hands down the funniest show on tv. Bloody genius!

Truth RT @mike_gaboury: Phil from modern family might be the best character ever.

Phil Dunphy from Modern Family is one of my favourite characters ever. Up there with Randy Marsh and Walter White.

And, finally, Dancing with the Stars stood out as the most loved Fall TV show. After analyzing the brands, we see the show has the highest Passion Intensity score of 73 and the second highest Net Sentiment of 59, DWTS had online fans raving about the quality of the dancing, as well as their love for last season’s Kellie Pickler and her partner. It will be interesting to see if this season’s cast tracks as well as last’s.

OMG…the dancing in tonight’s DWTS was beyond Awesome!! I loved Kellie & Alexandra’s freestyle dances.

The dancing has been just phenomenal on #DWTS!

Dancing With The Stars is amazing tonight!!

Dancing With The Stars was fantastic tonight ! This season has been so good !

@derekhough @kelliepickler your freestyle on @DancingABC was absolutely beautiful!! It brought me to tears. #encorekellie

So what will you be watching this Fall? Let me know in the comments!

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