True Blood And The Growing Vampire Trend

July 28, 2009 by  

trueblood1In case you haven’t come out of the coffin lately (yeah, haha), the interest in all things vampire has exploded.  Media news and Nielsen online have reported the demographics for the growing trend toward vampiric entertainment.  According to their reports:

“There has been increasing mainstream interest in and gravitation towards all things vampire, most recently spurred by the Twilight books/movies and the HBO series, TrueBlood. And even if these aren’t familiar topics to you yet, marketers are keen to the vampire mystique”

The article also reports the growth of vampire related websites:

Vampire-related sites are drawing audiences on the Web. In June 2009, the official Twilight movie site was the top online vampire-related destination, garnering 553,000 unique visitors who spent an average of two minutes and 45 seconds on the site during the month (the New Moon trailer is a minute and 47 seconds long). Vampire Wars on Facebook and Vampire Wars on Myspace.com ranked No. 2 and No. 3, with 386,000 and 272,000 unique visitors, respectively.”

Top 10 Vampire Sites Ranked by Unique Audience for June 2009
RANK    Site    Unique Audience    Average Time per Person

1    Twilight    553,000    0:02:45
2    Vampire Wars on Facebook    386,000    0:12:23
3    Vampire Wars on Myspace    272,000    0:37:13
4    Vampirefreaks.com    225,000    0:17:59
5    The Twilight Saga    211,000    0:15:44
6    Twilight Guide    209,000    0:06:52
7    truebloodwiki.hbo.com    142,000    0:28:42
8    watchtrueblood.net    120,000    0:02:06
9    Twilighters.org    105,000    0:25:34
10  Vampfangs.com    78,000    0:10:55
Source: The Nielsen Company

Although Twilight is marketed towards, and written for, young adults; interestingly enough,  it showed a surprisingly high index for people in the 25 to 34 age range.  Nielsen reported:

“Women are also 44 percent more likely than the average Web users to visit the site.”

Demographic Profile for Twilight for June 2009
Demographic Group    Audience Composition Index    Unique Audience
Male    50    131,000
Female    144    422,000
11-Feb    **    **
17-Dec    159    72,000
18 – 24    122    61,000
25 – 34    187    149,000
35 – 49    98    156,000
50-64    57    71,000
65+    **    **
Source: The Nielsen Company

**These web sites have insufficient sample sizes for reliable projection of audience size.

The article goes on to discuss the unique ad campaign HBO is using to market the second season of True Blood:

True Blood, hired Digital Kitchen to create an interesting ad campaign that would top the campaign for season one. Digital Kitchen enlisted the help of at least six major brands, from Harley-Davidson to Gillette, to create mock brand ads targeted to vampires. In advance of the new season, HBO increased their online image-based advertising for the show by almost 5,000 month-over-month, displaying 72.3 million online image-based ads in June 2009.”

Also discussed in the article was the surge in online conversation about True Blood:

“While buzz on Twilight eclipsed online discussions surrounding True Blood, there was a surge of conversation after the season two premiere. The number of online mentions nearly tripled the day of the premiere, increasing from .03 percent of all online conversations on the 13th to .07 percent on the 14th, which in turn also helped HBO buzz to increase during the days surrounding the launch of season two.”

vampire_buzz

With the return of True Blood, HBO experienced a marked growth in viewership:


“With the second season premiere of True Blood on June 14, HBO experienced double digit growth month-over-month in unique viewers of video online, total video streams viewed, and time spent viewing video online. Total video streams viewed on HBO increased 299 percent, growing from 1.6 million streams in May 2009 to 6.4 million in June. Unique viewers of video increased 101 percent, while time spent viewing online increased 182 percent month-over-month.”

In its summation the article points out that while both Twilight and True Blood have sparked renewed interest in vampires, vampires have been popular from Bram Stoker’s ‘Dracula’ To Anne Rice’s ‘Interview with the Vampire.’

Source for the original article is available at:

blog.nielsen.com-online

(photo credit : goremaster news)

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