To the surprise of probably no one, Shark Week, the thematic programming week that spawned a million copycats, absolutely killed it on social media last week.
Facebook said that 12.7 million people had more than 21 million interactions about Shark Week on their platform, which is double last year’s number.
And the most active users in that bunch? The VERY advertiser-friendly Women 25-34 demographic, followed by Women 35-44 and Women 18-24.
Florida pulled in the most activity on Facebook, followed by Delaware and Pennsylvania.
The kickoff show Air Jaws: Fins of Fury was the most active moment on the platform.
Discovery scored a major win in the Nielsen numbers, too, delivering 42 million viewers, the best numbers in the franchise’s 27-year history on the air.
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Brief Take: Discovery gets to hold on to its bragging rights by staging yet another successful edition of the marketing campaign that keeps on giving.
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