Social Scanner: Who won late night on social?

Fallon edges out Leno on social Jay Leno’s final kick at The Tonight Show can may have pulled in more eyeballs than Jimmy Fallon’s debut in the same time slot, but new numbers via Nielsen show Fallon outranked Leno in terms of social buzz. During the first episode of The Tonight Show with Jimmy Fallon, […]

Fallon edges out Leno on social

Jay Leno’s final kick at The Tonight Show can may have pulled in more eyeballs than Jimmy Fallon’s debut in the same time slot, but new numbers via Nielsen show Fallon outranked Leno in terms of social buzz.

Jimmy Fallon made his Tonight Show debut this week (Photo: CP)

During the first episode of The Tonight Show with Jimmy Fallon, 79,900 unique Twitter accounts sent 157,600 tweets, according to Nielsen. Leno’s swan song, meanwhile, resulted in 79,400 tweets from 52,400 unique accounts. By comparison, Leno outranked Fallon in terms of TV ratings, with 14.64 million viewers over Fallon’s 11.31 million.

The young audience Fallon cultivated as host of the 12:30 a.m. time slot of Late Night with Jimmy Fallon no doubt helped drive social buzz on opening night, but Fallon’s longstanding relationship with the social web shouldn’t be undervalued. Fallon was an early adopter on Twitter and currently has 11.6 million followers – more than any other late night host. He likewise built up a subscriber base of more than 2 million for his previous show’s YouTube page by offering bits of content culled from the show.

Fallon’s digital savvy was enough to earn him a Wired cover story back in 2009; a profile that documented how the host’s producers “spend their days figuring out how to turn broadband addicts into broadcast audiences, with one eye on the laptop and the other on the flatscreen.”

As ratings slide down from the initial interest of his Olympics-fueled debut week on the job (NBC timed his arrival to coincide with strong local news viewing around the Winter Games), the work Fallon’s put in to connect with viewers online via YouTube clips, Instagram posts and tweets that offer a behind-the-scenes look at his show and life will undoubtedly subsidize the dips in ratings.

As Advertising Age points out, Fallon will be able to survive even if he has fewer regular viewers than Leno thanks in large part to his online following. The Hollywood Reporter likewise posited this week that in a era of Twitter Nielsen ratings in which online eyeballs are being counted by networks alongside TV ratings, Fallon’s success online may even redefine what success means in late night.

Hootsuite one of the most recognizable brands in social

All the owl branding seems to have paid off for Hootsuite, which is the most recognized social media management firm anywhere on the globe, according to a new report. Marketing Land’s “2014 Marketing Technology Survey” showed that the Vancouver-based company was the first social management brand that came to mind for more than half (50.6%) of readers. By comparison, the most recognizable brand in analytics was Google, with 50.4%.

Click through for the full story.

Mattel Canada mimics grown-up social media for Barbie

Mattel Canada launched a digital platform for Barbie last week that looks like a sparkling pink, kid-friendly Pinterest – an assessment the brand’s agency, TrojanOne, said it was mighty proud of. Called Barbie My Dreams, the faux social network is part of a larger campaign by the same name. As part of the campaign, Mattel Canada also partnered with the PR firm GCI to reach out to mom bloggers to further promote the new platform.

Read about the rest of the campaign here.

Pepsi puts Vines on OOH

Pepsi Max is putting Vines from its fans on OOH digital signage across seven cities in the U.K. Planned by OMD U.K., the campaign marks one of the first times the Twitter-owned platform has been used in offline advertising. Rich Simkins, innovations director of Talon Outdoor, another agency involved, commented: “Social video and digital out of home have interesting similarities and short-form, entertaining Vine content is perfectly suited to the DOOH channel. We love it when our brave clients challenge us to close the gap between social and DOOH.”

Read the full story via Dot Rising.

The Numbers

On Wednesday, Facebook Canada released its latest round of mobile usage numbers, showing that usage on mobile is up – good news for the company, which sees mobile as a key area of revenue growth.


Canadians who access Facebook monthly via a mobile device

15 %

Increase in Facebook’s monthly mobile numbers over August 2013 (up from 13 million)


Canadians who access Facebook monthly overall


Canadians who access Facebook daily via a mobile device


Increase in Facebook’s daily mobile numbers over August 2013 (up from 9.4 million)


Share of Facebook’s revenue that came from mobile ads as of its most recent quarter

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