A 14-day social listening study conducted by Capstone-Intel Corporation, which aims to understand the virality of ABS-CBN’s Christmas Special, said that the network’s recent Christmas special received a whopping 37,807,245 social media reach.
Capstone-Intel is a high-impact research company that uses innovative research technologies, tools, and methods to convert data and information into breakthrough insights and actionable intelligence outputs. It is committed to helping its clients solve problems, find solutions, grow markets and constituencies, build reputations, navigate risks, manage crises, and be the country’s leading private research and intelligence agency.
Background
The ABS-CBN Christmas Special, which is renowned for its star-studded performances, unexpected appearances, and outstanding collaborations, is a staple of the holiday season and will always seem incomplete without it.
With a full house of Kapamilya stars on Wednesday night, the ABS-CBN Christmas Special made its third-year return to the Araneta Coliseum.
Since 2020, COVID-19 regulations have forced ABS-CBN to move its yearly Christmas special to Studio 10. Instead, they made a comeback to the Big Dome this year, bringing the network’s devoted audience some much-needed fun, joy, and holiday cheer.
The celebration of ABS-CBN’s 70th anniversary and Christmas Special this year fall on the same day, which made it even more star-studded and packed with surprises.
Methodology
Capstone-Intel Corp. examined the online presence of ABS-CBN Christmas Special in the country as a topic of discussion over the past weeks, from December 1, 2023, to December 14, 2023, by utilizing all publicly accessible posts from social and non-social media platforms in order to gather the sentiments of the public about the network’s Christmas special.
Facebook Performance
Capstone-Intel found that the ABS-CBN Christmas Special garnered a 299,231.4 engagement score for its 360 total post count, which yielded over 1,242,322 total reaction count. When broken down, “Facebook love” accounts for 66.7 percent of the total reactions, with 828,129. Followed by “Facebook like” with 343,752 reactions (27.7 percent), “Facebook haha” with 34,439 (2.8 percent), “Facebook wow” with 30,208 (2.4 percent), “Facebook sad” with 5,320 (0.4 percent), and “Facebook angry” with 477 reactions.
Looking at the data, the majority of “Facebook love” and “Facebook like” reactions can be attributed to several Filipino social media users showing off excessive support for the comeback of the ABS-CBN Christmas Special highlighting the star-studded performance at the dome.
Online mentions
Capstone-Intel likewise revealed that ABS-CBN Christmas Special received 87.2 percent positive mentions, and the remaining 12.8 percent were negative mentions. This means that the article mentions about ABS-CBN Christmas Special were mostly angled positively. It is also worth noting that ABS-CBN Christmas Special received 37,807,245 social media reach, while its non-social media reach yielded over 270,708 non-social media reach. The data suggests that the network’s Christmas Special has been more widely interacted upon on social media than on non-social media platforms.
Top posts
In terms of top posts, the top post for the ABS-CBN Christmas Special was a Facebook post from ABS-CBN, featuring the network’s station ID, which received a 91,715.2 engagement score.
This was followed by another post from ABS-CBN News, which featured the former love team, Kathniel, who recently broke the internet after confirming their breakup, spotted performing together at the Christmas Special. This post yielded a total of 90,101.9 engagement score.
The third most engaging post for Taylor Swift was a news post from Philippine Star, regarding the network’s station ID, yielding a total engagement score of 12,152.2.
