Marketwired Blog

Mad Men loses popularity to Homeland

The 64th Primetime Emmy Awards were last Sunday and Homeland swept the awards with Best Actress and Actor in a Drama Series, Best Drama Series and Best Writing in a Drama Series.

That left Mad Men, the favourite for the last few years, out in the cold. Still, both shows got quite a few mentions on social media.

When we looked up “Mad Men” on Sysomos, there were 37,220 total mentions in the last two days compared to 106,381 total impressions when we looked up “Homeland.”



Lainey of Lainey Gossip commented on her blog on Sunday:

“Two things can happen when a show sweeps an entire subsection of categories like Homeland just did: either fans who aren’t watching jump in and catch up on this new phenomenon so they can be a part of the club, or they sniff  that obviously it’s already “too popular” and agree to miss out.

It’s one of those things you can’t quite call — after all, who knew tiny cable show Mad Men was gonna become the behemoth? — but after tonight’s splashy wins, it’s all column A for Homeland. I like the show, and think it deserves the attention, but it’s not just that Homeland was good, it’s that people are ready for Mad Men not to be the defining drama anymore.”

Just looking up “Mad Men” and “Homeland” seems to support Lainey’s argument but when we ran a comparison of mentions between the two shows over the last two days, we found more evidence.

As you can see, Homeland got 67 per cent of the share of voice when we looked at the two shows and “Emmys” in Sysomos.

Further breakdown shows that Homeland dominated in all media: blogs, news, forums and Twitter.

So is it really the end of Mad Men? Maybe not but our research is saying that there’s a definite fall in interest.

It turns out that Homeland already started with a headstart with 23,244 total mentions compared to Mad Men’s 14,449. As the Emmy Awards progressed, we see an increase in Homeland mentions, peaking at 27,158 total mentions. Mad Men dropped to 10,703.

So will all this buzz convince you to try Homeland? Or will you remain loyal to Mad Men?

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