Facebook performance: Beverages generate most buzz, TV networks join race

TV is the most followed category on Facebook, but engagement with fan pages is highest among the FMCG beverages category, according to the latest ‘Facebook Performance Report’.

Compiled by digital agency Online Circle Digital, the report shows TV programs had accumulated around 9.4 million fans by 13 February 2013. However, engagement with pages in this category was lower, on 6.9%, with the study period coming during TV’s traditionally quieter, non-rating summer months.

Engagement with FMCG beverages, which included category fan numbers leader Coca-Cola, was markedly higher on 36.0%. Radio was the only other category to register double-digit engagement rates, while most hover between 2% and 7%.

Children’s TV program Bananas In Pyjamas retained the top spot with the most Facebook fans (2.0 million) of any category. Home and Away came in second place and remained the most talked about fan page on Facebook.

Top 30 Facebook Pages by Fans

“TV and social media are no longer disparate entities,” lead strategist at Online Circle Digital Lucio Ribeiro comments. “In fact, TV viewing has become social currency. Networks, TV programs and radio are the new social media players alongside brands.”

Retail fashion jumped to second position in terms of fan count over the current period with 5.5 million fans overall. Engagement with the category, which is calculated by dividing the number talking about the page by the number of fans, was 5.0%.

The report analysed 1248 brands across 20 categories in Australia, with new categories airlines, health & beauty, news & magazines, radio, sporting clubs, tv channels and networks and universities added.

Airlines (engagement rate: 4.6%)
Most liked: Qantas – 293,698 fans
Most talked about: Qantas – 10,194 talking about page

Alcohol – Beer, Wine & Cider (engagement rate: 7.2%)
Most liked: Rekorderlig Cider Australia – 216,966 fans
Most talked about: VB – 11,202 talking about page

Alcohol – Spirits (engagement rate: 3.5%)
Most liked: Wild Turkey Australia – 208,936 fans
Most talked about: Bundy Rum – 19,243 talking about page

Automotive – Manufacturers (engagement rate: 5.7%)
Most liked: Holden – 339,360 fans
Most talked about: Holden – 7,788 talking about page

Banks & Financial Institutions (engagement rate: 7.0%)
Most liked: Commonwealth Bank – 285,608 fans
Most talked about: Commonwealth Bank – 21,653 talking about page

Department & Online Stores (engagement rate: 4.9%)
Most liked: CatchOfTheDay.com.au – 404,269 fans
Most talked about: Cudo – 16,948 talking about page

Electronics (engagement rate: 1.9%)
Most liked: Kogan – 385,551
Most talked about: Logitech Australia 8,884 talking about page

FMCG – Beverages (engagement rate: 36.0%)
Most liked: Coca-Cola Australia – 882,306 fans
Most talked about: Lipton Ice Tea ANZ – 14,116 talking about page

FMCG – Snackfoods (engagement rate: 2.5%)
Most liked: Pringles Australia – 1,259,733 fans
Most talked about: Maltesers Australia – 15,628 talking about page

Health & Beauty (engagement rate: 1.8%)
Most liked: Simple Skincare – 574,671 fans
Most talked about: Nivea Australia – 5,556 talking about page

News & Magazines (engagement rate: 6.2%)
Most liked: Better Homes and Gardens – 753,950 fans
Most talked about: Better Homes and Gardens – 40,081 talking about page

Quick Serve Restaurants (engagement rate: 5.1%)
Most liked: Domino’s Pizza Australia – 797,320 fans
Most talked about: McDonald’s Australia – 24,362 talking about page

Radio (engagement rate: 15.6%)
Most liked: triple j – 571,487 fans
Most talked about: triple j – 51,587 talking about page

Retail – Fashion (engagement rate: 5.0%)
Most liked: BONDS – 791,220 fans
Most talked about: Black Milk Clothing – 59,434 talking about page

Retail – Grocery (engagement rate: 4.0%)
Most liked: Woolworths – 434,782 fans
Most talked about: Woolworths – 25,508 talking about page

Sporting – Clubs (engagement rate: 5.2%)
Most liked: Brisbane Broncos – 262,458 fans
Most talked about: Parramatta Eels – 17,318 talking about page

Telecommunications (engagement rate: 7.3%)
Most liked: Telstra 24×7 – 257,824 fans
Most talked about: Telstra 24×7 – 15,023 talking about page

TV – Channels & Networks (engagement rate: 6.2%)
Most liked: Channel [V] Australia – 774,523 fans
Most talked about: Foxtel – 10,467 talking about page

TV – Programs (engagement rate: 6.9%)
Most liked: Bananas in Pyjamas – 2,032,296 fans
Most talked about: Home and Away – 74,720 talking about page

Universities (engagement rate: 4.4%)
Most liked: UNSW – 190,898 fans
Most talked about: UNSW – 3,660 talking about page

 

Data for this report was collected on 16, 23 and 30 January and 6 and 13 February.