Conan Vs Leno, Twitter style
Posted: January 20th, 2010 | Author: RedCandle Research | Filed under: Andrew | Tags: Conan O'Brien, Jay Leno, NBC, Sentiment, Tonight Show, Twitter, Twitter Sentiment | 2 Comments »As NBC’s late night drama unfolds, it’s interesting to watch celebrities like Patton Oswald (team Conan) and Jerry Seinfeld (team Leno) take sides. Both Conan O’Brien and Jay Leno have been vocal about their opinions, but mostly via TV and the news. As far as I can tell, neither comedian has a personal Twitter account, although both have official Twitter accounts (most likely not maintained by themselves) for their TV shows.
Twitter Sentiment is an application that tracks sentiment behind various keywords on Twitter. It is a useful tool, and although it’s not as effective as manually pouring through Tweets, it can give a general sense of how Twitter users feel about a particular subject.
The below graph shows the ratio of positive to negative Tweets where Conan is mentioned

Tweets about Conan seem to be a little more negative than positive, but it’s close. Compare that with this chart, which shows the ratio for Tweets about Leno

According to this chart, there are 3 times as many negative Tweets about Leno as there are positive. But as is the case with many of these tools, the real story might not be so simple. It’s entirely possible that there are simply more Conan fans on Twitter.



This whole fiasco is a result of a profound lack in market research. But I think NBC’s worst times are behind them. For one thing, they got Vision Critical doing research for their newly open 10pm slot.
Thankfully, I don’t think they’ll repeat the same mistakes they did the first time. For one, the “neither agree or disagree” schtick is a worthless question in the first place.
http://www.visioncritical.com/2010/01/neither-agree-nor-disagree-why-fish-don%E2%80%99t-belong-in-apple-sauce/
Thanks Chris and sorry it took so long to reply. It’s unfortunate that NBC has benefited from us not being able to look away from the train wreck they created.
Thanks for the link to Vision Critical. There’s some interesting stuff on their site.