Alec Baldwin, Tina Fey, Amy Poehler and “The Office” Dominate Online Chatter for Primetime Emmy® Comedy Awards

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Performics tracks search & social buzz and wonders: Will online chatter lead to offline gold?

Outstanding Comedy Shows trending across Google and Twitter

The court of public opinion may not decide award winners, yet people continue to embrace social media and search engines in new and creative ways.

Performics (, the performance marketing agency owned by Publicis Groupe, today unveiled its Primetime Emmy® Online Comedy Index that tracks which nominees command the most online buzz leading up to the Emmy Awards on Sunday, September 18. The comedy index compares and contrasts search and social buzz for all nominees in three top comedy categories.

NBC’s “The Office” leads online chatter for Outstanding Comedy Series in search and social channels since nomination day on July 14, while Glee remains a close second through the same period. “30 Rock” star and previous winner Alec Baldwin leads all search and social chatter for the Outstanding Actor in a Comedy Series while NBC stars Tina Fey and Amy Poehler vie for the top spot – Poehler leading in searches and Fey leading in tweets – among Outstanding Actress in a Comedy Series.

“The court of public opinion may not decide award winners, yet people continue to embrace social media and search engines in new and creative ways,” said Daina Middleton, CEO of Performics. “Fans, networks and countless others are participating with and expressing interest in their favorite nominees. We’ve put some of Performics’ analytic muscle behind the comedy categories to assess who’s hot, who’s not and who might just get the last laugh.”

Performics tracked and indexed online search and social chatter using data from Google Insights for Search and Topsy Labs starting on July 14, 2011, the day nominations were announced. The team monitored daily data for two months, through September 12, and reports on Tweets that are significant and valid – meaning they have been retweeted or contain a link and are not spam.

“Performics works with many of the world’s top brands, for whom public opinion is of paramount importance, and we leverage an array of social listening and analytic tools on their behalf,” added Middleton. “Similarly, search and social are transforming pop culture and the way people participate online. We decided to have a little fun and apply this same scientific approach to measuring online buzz of the comedy nominees.”

Industry predictions show Steve Carell, Lara Linney and Modern Family coming out on top, but the buzz suggests otherwise. Will all this online chatter lead to offline gold? Tune in Sunday to find out!

About Performics
Performics is the first global performance marketing company partnering with marketers to make smart marketing decisions that improve ROI. Founded in 1998, our performance specialists are certified experts in search, affiliate & feeds, and social & display channels across all screens. Performics, headquartered in Chicago with presence in 14 countries and regional hubs in London, Paris, and Singapore, is part of Publicis Groupe -- the world's third largest communications group and top global search spender.

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