Does online buzz equal real-world ratings? It’s complicated

Most word of mouth still occurs in face-to-face situations, but social media has emerged as a powerful tool for getting the word out about shows. Even so, until now there’s been some debate about how effective social media actually is in creating a ratings lift.

New Girl is this TV season’s digital success story

Before the fall TV season began, Fox took a risk by making New Girl available online, in hopes of creating buzz for the show. The bet appears to have paid off, as New Girl became the first new show to get picked up for a full season.