Who’s Going to Tune In for the Full House, X-Files and Twin Peaks Revivals

It’s hard to miss the nostalgia in today’s culture. In the digital age, only a few clicks (usually to BuzzFeed) are necessary to evoke a fondness for the past. With such pervasive nostalgia and Hollywood’s obsession with remakes, perhaps it’s no surprise that three 90s small screen icons  Full House, The X-Files and Twin Peaks were recently resurrected.

More than a quarter of a lifetime has passed since the premieres of these shows. To understand the new audiences who will be tuning in and the brands set to gain the most from these second acts, we turned to 4C’s MAP product.

Nostalgia TV

We evaluated the audiences that are engaging with Full House, The X-Files, and Twin Peaks on social media in 2015. Reviewing the audiences’ ages today, and how old they would have been when the series ended years ago reveals that two different types of viewers will be following the revivals: those nostalgic for the original series and those that experienced the originals long after the broadcast airing.

Age and gender data reveal the archetype most excited about Fuller House today is the 31-year-old woman. When Full House concluded 20 years ago, this woman would have been 11 years old – a prime age to have been enjoying the world of 1882 Girard Street, which suggests that the kids who grew up watching Full House will be the bulk of viewers for its reboot.

Data for The X-Files reveal a similar trend. Those anticipating Mulder and Scully’s return would have been about 20 years old for the initial series – an appropriate age to have tuned into FOX on a weekly basis to unravel conspiracy theories.

Twin Peaks is the outlier. People interested in the show today would have been only 11 years old during the show’s original airing. It’s doubtful many children would have been watching the surreal and dark murder mystery. Instead, the young age speaks to the show’s renaissance and rise to cult stardom from an audience who only discovered and appreciated the show years after its creation.

High Affinity for the 90s

Social data is also a powerful tool for assessing connections across brands and media. Through MAP, we identified the top brands and other favorite TV shows for Full House, The X-Files, and Twin Peaks by measuring how likely people are to engage across a show or brand and each of the 90s revivals on Facebook and Twitter.

What audiences are watching now provides further opportunities for a brand to engage their target. Fuller House viewers have a preference for TV programs oriented around family-life and air on ABC networks. Sci-Fi shows, as expected, appeal to X-Files viewers and Twin Peaks fans tend to watch offbeat series. Brands seeking to integrate with these revivals should also use their audience’s content preferences as a guide for their creative execution to help them connect with their consumers in the most meaningful way.

We’ve identified 15 brands that would benefit from sponsoring these new shows.  Data shows Fuller House viewers would be receptive to having Yoplait, Ziploc, Colgate, and Tropicana in DJ Tanner’s new household. People excited about The X-Files like technology brands. Android, Dell, Microsoft, or Sony should consider lending their products to help Mulder and Scully solve their next paranormal mystery. For Twin Peaks, maybe Hershey’s can get FBI Special Agent Dale Cooper to occasionally exchange that cherry pie for a Kit Kat.

No matter if it’s a 90s television revival or any other form of sponsorship, understanding consumer behavior and preferences is critical to a brand’s success and driving consumers down the path to purchase. Facebook and Twitter data combined with 4C’s analytics can help advertisers get rapid insight into target audience and discover a brand’s strongest media opportunities.