Yes, hate watching is a thing and it’s important
June 29, 2016
You find Kim Kardashian vapid, you couldn’t care less who Kanye is feuding with now, and you can’t even tell Khloe and Kourtney apart.
But there you sit every Sunday night, viewing “Keeping Up With the Kardashians” and tweeting about how many IQ points you lose every time you switch on the E! show.
Congratulations: You’ve become a hate watcher. The interesting thing is, there are a lot of people like you.
A new study from Canvs, a technology platform that specializes in interpreting emotions expressed on social media, finds that hate is much more of a motivating factor to get people to watch a show than love.
That is, if you hate-watch the Kardashians, you are three times as likely as someone who adores the Kardashians to tune into the show consistently.
Canvs examined more than 5,700 episodes of 431 TV shows and cross-referenced them with responses to the programs on social media.
The study found that when negative responses to a program were up 1 percent, the program’s viewership rose 0.7 percent, more than three times the 0.2 percent viewership bump a show that got more love received.
The study also found that comedy programs perceived as “beautiful” are more likely to see ratings increases.
After nearly 18 years, it’s time to say good-bye
Yet more evidence native advertising doesn’t work
A new type of cord-cutting: Snipping broadband
Coming, the collapse of radio’s iHeartMedia
Weeklies: Surviving if not thriving in digital age
Tweeter in chief: How Trump could save Twitter
Shows Trump hates are seeing big ad gains
Broadcast vs. cable: How the top shows stack up
A sign that coughs at your cigarette smoke
The word: Time Inc. sale is imminent
Rundown: Which advertisers have jumped from YouTube
Media Life’s Digital Media Transparency Initiative
HBO does hard time with Dwayne Johnson
- Arun Kumar becomes chief data and marketing tech officer at IPG
- Jenny Campbell rises to managing director at 72andSunny
- Adam Crandall becomes director of strategy at mono
- Mark Wildman rises to EVP of partnerships at Westwood One
- Kevin Craig rises to SVP of newspaper relations at AMG/Parade
- Bill Corvalan becomes VP of West Coast partnerships at AllOver Media
- Richard Just becomes editor at The Washington Post Magazine
- Gemma Lawson rises to VP and design director at Nickelodeon
- Ashley Judd joins Epix' 'Berlin Station'
- Former NBC ad sales executive Robert Blackmore dies at age 90
This week’s broadcast ratings
This week’s cable ratings
This week’s top-rated movies, songs and books
This week’s daypart ratings
This month’s digital traffic data: December 2016
Ad sales rep for a digital-only magazine
Freelance media planner/buyer available for all markets
Wanted: Media buyer in Philadelphia
Paid social media planner wanted in Detroit
Opening for a media planner at a top OOH agency