Last week, I was in LA for the Variety Entertainment & Technology Summit as well as Digital Hollywood to participate on panels discussing the role social media insights and strategy play for the Media & Entertainment world. With these conferences just behind us and Mother’s Day just ahead this Sunday, I thought I would combine the two for the May installment of the Brand Passion Index, so I looked at moms and entertainment! Powered by the NetBase Insight Composer, I pulled metrics for the following mothers on popular television shows: Gloria Pritchett of Modern Family (ABC), Claire Dunphy of Modern Family (ABC), Marge Simpson of The Simpsons (FOX), Lois Griffin of Family Guy (FOX), Betty Draper of Mad Men (AMC), and Cersei Lannister of Game of Thrones (HBO).
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.
I have to say, I was amazed at just how much passion villainous women create! Viewers love to hate the evil moms and this intensity really stirs up a high level of engagement. We found that Cersei of Game of Thrones generated the largest share of buzz, with 58% of the overall conversation. Cersei was the most talked about TV mom, and she had one of the lowest Net Sentiment scores (4) and the second lowest Passion Intensity (56). Online consumers can’t stop buzzing about how controversial and evil she is – and how well the actress pulls off this icy role.
Betty Draper of the critically acclaimed Mad Men – and currently, my new favorite show thanks to Netflix and weekends – received the third highest share of buzz with 11% of the overall conversation. And I guess in this case, a good thing, Mrs. Draper had the lowest Net Sentiment score (-10) and a fairly high Passion Intensity of 62. Verbatim revealed that online consumers hate and ranted about Betty’s deplorable mothering skills.
And finally, on a high note: Gloria Pritchett of Modern Family emerged as the most-loved TV mom, with the highest Passion Intensity score (97) and the highest Net Sentiment score (66). Despite generating only about 1% of the overall chatter, online consumers gushed about how Gloria is their much-loved, favorite character. I guess the formula here is it’s better to be hated than loved if you want the buzz!
Who’s your favorite TV mom? Let me know in the comments! And to my fellow moms out there, have a healthy and happy Mother’s Day!