HGTV Welcomes 2014 with Record-Setting Social Media Traffic
HGTV's New Year's Day festivities, which featured live, commercial free coverage of the 125th Tournament of Roses Parade and an all-day Twitter party that allowed fans to tweet along with their favorite HGTV stars, generated enough buzz to exceed the network's best weekly social media performance. On January 1, #HGTVNewYear and #HGTV received more than 26,500 mentions, @hgtv received more than 11,000 mentions and Rose Parade 2014 hosts, Property Brothers Drew Scott and Jonathan Scott, received more than 5,000 mentions each.In addition, a total of 1.96 million people saw Tweets about the Rose Parade on HGTV, making it the top-ranked cable program for the day based on Twitter TV Unique Audience (excluding sports). HGTV also ranked in the top 10 by Twitter TV Unique Audience among all cable networks for the day according to Nielsen SocialGuide.
Throughout the day, fans asked their favorite HGTV stars questions and got advice about everything from renovation and decorating to New Year's resolutions. More than 50 network stars participated in the Twitter party, including the Property Brothers; Anthony Carrino and John Colaneri, aka the Cousins; Rehab Addict's Nicole Curtis and Love It or List It duos, Hilary Farr/David Visentin and Jillian Harris/Todd Talbot. The network also showcased the tweets of more than 1,000 fans live on the air and received thousands of positive responses from fans, including one that said: "@hgtv all the tweets today have been almost as entertaining as the shows #HGTVNewYear."
"Thanks to the excellent participation from our hosts and viewers #HGTVNewYear was a Top 10 trending topic on Twitter throughout New Year's Day," said Vikki Neil, senior Vice president and general manager, digital. "Everyone loved the day's activities and it was huge social media success for us."
"Rose Parade 2014 provided the perfect backdrop for our first live social media event," said Steven Lerner, senior Vice president, programming and development, HGTV and DIY Network. "The back-to-back premiere episodes of Hawaii Life, Caribbean Life, Beachfront Bargain Hunt and Island Hunters,as well as the premiere of HGTV Dream Home 2014, served as strong enticements for viewers to stay with us all day and engage with their favorite network stars.