NFL Programming (Sunday Night & Thursday Night Football) represented NBCUniversal’s top rated shows during the 2016-2017 TV season, followed by primetime drama This is Us and reality singing competition The Voice. Top ratings don’t always mean those shows are experiencing the most social media chatter, however. Between May 2017 and the 2018 Upfronts, The Ellen DeGeneres Show, The Today Show, and telenovela El Senor de los Cielos garnered the most social media engagements.

NBCU’s cable programming tends to resonate with Average Joes, with the audiences for E!, Bravo, and USA falling mainly into this category. With other top personas like Old Money Rustics (NBC), Made It & Know It (SyFy), and Country Yachters (CNBC), people engaging with NBCU content on social media also tend to be wealthy.

People who engage with Saturday Night Live and the SNL-alum hosted Late Night with Seth Meyers tend to also engage with Angie’s List and Lifelock. The Tonight Show starring Jimmy Fallon draws in an audience engaged with athletic brands like Flywheel and Reebok, while those engaging with NBCU’s cable late night presence, Watch What Happens: Live, are also engaging with high-end fashion designer Tom Ford and financial planning service Betterment.

When it comes to sports programming, the audience that engages with NBC Sports, which represents all of NBC’s sporting content – including NFL – on social media, also engages with Acura, Snickers, and GoDaddy.