Category Archives: Marketing Monday

Demo-Graphics: The Walking Dead vs. Fear the Walking Dead

Over the past two weeks I’ve been exploring the demographics of those who “like” The Walking Dead and Fear the Walking Dead on Facebook. While there’s much that’s similar between the two, they each have their own fandom. For these types of reports, I look at those who like terms associated with each show.

The Walking Dead has over 24 million fans in the United States, and Fear the Walking Dead‘s 1.4 million fans is a subset. In other words, those who like Fear the Walking Dead also like The Walking Dead.

Lets dive in to see where they are similar and where they differ.

Gender and Age

When it comes to gender, both shows enjoy a majority made up of women when it comes to their gender split with The Walking Dead having a bit of an edge in that department. The Walking Dead has 54.17% female fans while Fear the Walking Dead is 52.86%.

The Walking Dead Gender

wd gender 4.4.16Fear the Walking Dead Gender

fear the walking dead gender 4.11.16What’s also interesting between the two is that each show has women as the majority of fans age 17 and under, then men take over as the majority from age 18 to age 33, then it’s women again.

Relationship Status

Here we start to see some bigger differences between the two. Fear the Walking Dead fans have a higher percentage that are “married,” “in relationship,” “domestic partnership,” and “engaged.” With the show being geared around families, more so than Walking Dead, you have to wonder if that plays into it at all?

Fear the Walking Dead Relationship Stats

fear the walking dead relationship status 4.11.16Gender Interest

This one I find a bit interesting. Fear the Walking Dead has a higher percentage of folks interested in the same sex, though there’s a smaller interest of people interested in both sexes.

Fear the Walking Dead Gender Interest

fear the walking dead gender interest 4.11.16The Walking Dead Gender Interest

wd gender interest 4.4.16Ethnicity

This one I’m a bit surprised about. Fear the Walking Dead has a higher percentage of African American fans, but fewer Hispanic fans (not something I’d have expected). The one exception is there is a higher percentage of Hispanics who are English-dominant for Fear the Walking Dead fans.

The Walking Dead Ethnicity

wd ethnicity 4.4.16Fear the Walking Dead Ethnicity

fear the walking dead ethnicity 4.11.16While the differences are huge, there are some subtle ones. It’ll be interesting to see as Fear the Walking Dead‘s fandom grows to see if the differences between the demographics of the two shows expands too.

Demo-Graphics: Fear The Walking Dead

Last week we looked at the demographics for The Walking Dead‘ finding that the popular show has about 24 million likes in the United States on Facebook and women account for 54.17% of those likes. This week we’re looking at Fear the Walking Dead, the sister show whose second season debuted this past Sunday.

For this report, we’re looking at fans within the United States that enjoy Fear The Walking Dead just on television, due to the lack of other terms.

Facebook Population: Over 1.4 million fans in the US

Spanish speakers account for 170,000 fans, 12.14%.

Gender and Age

Much like The Walking Dead, women are the majority of the likes for Fear the Walking Dead. Women account for 52.86% with 740,000 individuals and men are 49.29% with 690,000 individuals. The total is over 100% due to how Facebook rounds the data.

fear the walking dead gender 4.11.16Below is women and men as they age. We see the usual split as they grow older, but where that happens is a bit different than The Walking Dead. Women are still the majority of those under the age of 17.

fear the walking dead gender age 4.11.16Below is the raw data for Fear the Walking Dead fans.

fear the walking dead gender age raw 4.11.16Relationship Status

Some of the populations are just too small to get an accurate number. For those the spaces are blank. Compared to The Walking Dead more individuals are “in a relationship” and “married.”

fear the walking dead relationship status 4.11.16Education

Women are a majority in many of the education break downs which is rather interesting.

fear the walking dead education 4.11.16Gender Interest

Generally men interesting in men and women interested in women are higher than fans of The Walking Dead with the former having a much larger jump.

fear the walking dead gender interest 4.11.16Ethnicity

Though the show has a pretty diverse cast these stats are not what I expected compared to The Walking Dead. African Americans are a higher percentage, but all of the rest are lower with some variation in the Hispanic demographic.

fear the walking dead ethnicity 4.11.16Generation

This data is what I’d expect with the show being more popular with those in the Generation X demographic. Millennials is about the same.

fear the walking dead generation 4.11.16And that wraps up the latest look at the demographics of those who like Fear the Walking Dead. Next week we’ll compare the show with The Walking Dead!

Demo-Graphics: The Walking Dead

Its been about a  year since we last looked at The Walking Dead‘s demographics via Facebook’s data. With the sixth season wrapped up, it felt like an appropriate time to see how things have changed for the record setting show, and best selling comic book series.

For this report, we’re looking at fans within the United States that enjoy The Walking Dead in comics, television, books, games, or even the characters. We’ll also compare the latest results to those of last report.

Facebook Population: Over 24 million fans in the US

That’s an increase of about 2 million fans since last year. Spanish speakers account for 4 million fans, 16.67%. That’s an increase of 1 million Spanish speakers.

Gender and Age

A year ago, men and women were generally evenly split with women accounting for 51.82% and men for 50.91% (yes it’s more than 100%, but the system most likely rounds up for large numbers). A year later and women have surged with the 2 million increase almost entirely in that demographic. Women account for 13 million likes while men account for 11 million. That’s 54.17% women and 45.83% men.
wd gender 4.4.16Below is the trend line which looks at the age and gender of the individuals together. I think what’s interesting is this data is comparable to last year where women are a majority under the age of 17, then men are a majority for a bit, then women become the majority much earlier than comic book likes of the general Facebook population.

wd gender age 4.4.16Below is the raw data for The Walking Dead fans.

wd raw data 4.4. 16Relationship Status

Compared to last year, the relationship status is almost the same. The only major shit is more individuals are “unspecified” and that mostly comes from “in a relationship” and “engaged.”

wd relationship status 4.4.16Education

Like relationships, education has remained relatively the same as last year.
wd education 4.4.16Gender Interest

With more women the amount of women interesting in men has seen the most shift, but what’s also interesting is while there’s fewer men interested in men and women interested in women, there are more men and women interested in men and women.
wd gender interest 4.4.16Ethnicity

The last report was the first to track ethnicity and since then African Americans and Asian Americans have both increased slightly while Hispanics, particularly bilingual and Spanish dominant, have increased greatly.
wd ethnicity 4.4.16


And finally, compared to last year’s report, Baby Boomers and Generation X have both decreased in population size while Millennials make up almost 2/3 the population increasing in both raw numbers and as a percent.

wd generation 4.4.16And that wraps up the latest look at the demographics of those who like The Walking Dead on Facebook. Next week, Fear the Walking Dead!

Demo-Graphics: The State of “Gamers” 2015

It’s Monday and we’re looking at the latest Facebook Fandom breakdown. It’s been a year since I did a report about “gamers” in the lead up to Gen Con. So, welcome to the second annual State of Gamers.

This data is gained through mining Facebook and includes over 175 different terms from a variety of games, publishers, and more. The terms I used are varied, and many, from the name of games to the name of publishers and terms like collectible card game. For this I did my best to stay away from generic terms for genres (like Fantasy) and terms that specifically mentioned video games. I also avoided games like Monopoly or Scategories, I wanted to focus on the games you’d find at Gen Con.

We’ll compare this report to last year’s, but much has changed since then. Unlike the previous year, the technology platform to get the data has remained mostly unchanged, and the terms used also remain relatively the same (some have gone away, some are new).

Facebook Population: Over 31,000,000 in the United States

The amount of individuals who like these terms has increased from the previous year by 7 million.

Spanish speakers account for now 3.9 million fans, 12.58% in the United States. That’s an increase of 1.3 million since last year.

Gender and Age

In 2014 Men dominated as the majority with 55% compared to women at 44.17%. A year later and things have changed. Men now account for just 51.61% and women are 48.39%.

gamers facebook gender 7.27.15

We’ll next look at how the percentage of women and men break down through age.

gamers facebook gender age 7.27.15

Compared to last year, the graph above is very similar though the gap between men and women is less. What I do find interesting is that women really start to gain in population in the 26-29 segment, and the majority at 38-41. It would seem that women may come into board games later in life.

gamers facebook gender age raw 7.27.15

Relationship Status

The real shift from last year is that a greater percentage are married or unspecified compared to last year.

gamers facebook relationship status 7.27.15

And for those that like pie charts.gamers facebook relationship status pie chart 7.27.15



The education stats haven’t shifted much since last year, even with the surge of new folks.

gamers facebook education 7.27.15

Gender Interest

Those interested in the same gender has decreased percentage wise since last year, but the population has increased.

gamers facebook gender interest 7.27.15


This is a new data that wasn’t available last year. Below the data is presented without comparison due to that. I can say that the data is interesting compared to the general United States population. Both the African American and Asian American population are a smaller percentage compared to the general US population, but the Hispanic population is much greater.

gamers facebook ethnicity 7.27.15


Below are the stats of groups based off of their generation, another new statistic.

gamers facebook generation 7.27.15

And that wraps up our look at who the gamers are in the United States!

We’ll be returning with a new demographic break down of comic book fans this Saturday August 1!

What Does Facebook Tell Us about Pitch Perfect 2 and Mad Max?

pitch-perfect-2-pp2_rgbThis past weekend at the box-office was a triumph for women, and a blow to misogyny. Pitch Perfect 2 ruled the weekend earning $70.3 million domestically while Mad Max: Fury Road earned $44.44 million. The two films helped make it a record breaking weekend, but also had two films that had kick-ass women in it.

Pitch Perfect 2 was especially impressive earning about 5.5x the original film’s opening weekend. But should that have been a surprise? The original film found a huge audience after its initial theatrical run.

About 72% of the audience for Pitch Perfect 2 was female, and 57% was younger than 25. Mad Max: Fury Road was 60% male and 64% older than 25. While 51% of the population is female, 52% of moviegoers are women according to the MPAA.

Facebook shows us these general trends, the Pitch Perfect series has many more female fans while Mad Max skews more male. Both performed better than their stats though in their “opposite” gender of the majority of fans. More men attending Pitch Perfect 2, and more women attended Mad Max. That could account for their dual solid openings, as each gender brought the other to the cinema. Each fan page also does better in their weaker gender than previous films in the series.

No matter the why, each film shows that women shouldn’t be discounted when it comes to the cinema.

Pitch Perfect 2 Mad Max Stats

Demo-Graphics: The Walking Dead

Its been about five months since we last looked at The Walking Dead‘s demographics via Facebook’s data. With the new season underway, it felt like an appropriate time to see how things have changed for the record setting show, and best selling comic book series.

For this report, we’re looking at fans within the United States that enjoy The Walking Dead in comics, television, books, games, or even the characters. We’ll also compare the latest results to those of last report.

Facebook Population: Over 22 million fans in the US

That’s an increase of about 4.2 million fans since last year. Spanish speakers account for 3 million fans, 13.64%. That’s over the double amount of individuals since October.

Gender and Age

In October we saw a surge of female fans compared to the stats from 2013. Women account for 47.19% and men were 52.81%. Five months later, and women continue to grow in fans so that men and women are split even. Due to the rounding of numbers when dealing with these large number, men account for 50.91% and women 51.82%. Looking at the relationship status which pegs the universe at 22.8 million, women account for 50.01% of fans while men are 49.27%. The gender of the fans is split evenly.

wd gender 3.30.15Below is the trend line which looks at the age and gender of the individuals together.

wd age and gender 3.30.15Below is the raw data for The Walking Dead fans. The population has shifted slightly older compared to last year.

wd age and gender raw 3.30.15

Relationship Status

The biggest shift compared to October is those married who now account for a little over 30% compared to 24% then.

wd relationship 3.30.15And for those that like pie charts.

wd relationship pie chart 3.30.15


Like relationships, education has changed a lot since last year, so we can’t really compare this year’s stats to last year’s.

wd education 3.30.15Gender Interest

Gender interest too has changed since last year. The biggest change is those who are unspecified, which rose across the board.

wd gender interest 3.30.15Ethnicity

This is also the first report where ethnicity is tracked for The Walking Dead. Interestingly African American women are a majority of fans for African Americans.

wd ethnicity 3.30.15Generation

When it comes to generational labels women account for a vast majorty of those interested in The Walking Dead for Baby Boomers and Generation X. It shouldn’t be surprising considering how the genders shift as the population ages.

wd generation 3.30.15

And that wraps up the latest edition of the Facebook Fandom Spotlight.

Black (Comic) History Month: Demo-Graphics, African Americans & Comic Publishers

For Black History Month we’ve been taking a look at characters, series, and creators, but I thought it also might be nice to also look at some of the demographic data that exists. The first thing I wanted to see was if African-American comic fans varied as to what publisher they liked.

For this demographic report I again dove into Facebook using the data provided as per usual. In February, African-Americans accounted for 3.4 million of the 32 million “comic fans,” making them 10.63% of the population. In general on Facebook, African-Americans make up 11.24% of the Facebook population.

I decided to look at not just publishers, but “comics” and “manga” as well to see what the percentage of African-Americans like them as well as how it breaks down as far as men and women.

In general for all of the terms below African-Americans account for 10.83% of that population. Marvel, DC Comics, Dark Horse, Dynamite, and in general comics underperform that percentage. Image, IDW, BOOM!, Oni, and Manga outperform. BOOM! and Oni especially do well having the top two percentages.

When it comes to percentage, men and women are the closest for Image, Comics and Manga. The biggest difference between men and women is Dark Horse.

AA Comic Data 2.9.15This is just the first report! I’ve got two more Mondays to dive even deeper into the information.

Demo-Graphics: Transformers

It’s Monday and that means another dive into Facebook‘s data. This week I thought I’d take a new look at Transformers who are gearing up for a major storyline in IDW Publishing‘s comics as well as tie-in toys from Hasbro.

The last time I looked at the Transformers was in 2013 and since then there’s been some massive changes in Facebook’s toolset that delivers a lot more data.I’ve broken down the data a few ways, but kept it focused on size of the universe and the gender of people who “like” the various terms. There’s a grand total stat where I looked at 128 different terms including character names, series, movies, toys, etc. Then, there’s a break down of specific terms. Finally, I have the gender break down of all of the characters.I think what’s interesting is that most of the percentages for women are in the 40% range, showing how genders like different things, but it’s all pretty consistent.Check out below for all of the various breakdowns.transformers facebook 1.19.15

Comic-Graphics: Weekly Facebook Page Stats

It’s Monday which means a new Marketing Monday and checking out how the various Facebook fanpages have grown or shrunk over the past two weeks.

Overall, the pages continued to grow, this week gaining 293,619, or 0.60%. That’s a decrease from two weeks ago, partially due to a sharp decrease in the generic “comics” page.

There was some decent movement this past week towards the bottom of the list. Some pages hopped multiple spots. Arrows are present to indicate if a page has increased in ranking from the previous week.

facebook overall 1.5.15Marvel remained in the top spot. has slowed its growth, and I haven’t seen as many ads for it on Facebook.

facebook new likes 1.5.15Comic Book Resources had a solid jump over the past two weeks, with digital platform Comicsfix getting a bump which matches their increased push.

facebook percentage 1.5.15






Demo-Graphics: Comic Demographic Data Over the Years 2013-2014

With it being the first of the year, I thought I’d look at how the Facebook data we crunch has evolved over the past two years.

As a reminder, these stats are crunched by looking at terms that indicate likes and interest on Facebook. Terms used include words like “comics,” “graphic novels,” “manga,” and publishers like Marvel and DC. No comic series, creators or characters are used to figure this out.

As reported earlier today, people who “like” comics on Facebook has reached a record-setting 32 million.

In January, the population we looked at was just shy of 2 million individuals, but through expansion of terms used as well as how Facebook returns the data in late 2013, that population grew to 22 million. Over the past year, the population stayed at a steady 24-28 million, and now has ballooned due to Marvel consolidating some of their various pages into one. Milestones and changes are marked below.

population 2013-2014Here’s the same data presented as a graph bar instead from month to month.

population bar graphc 2013-2014But how does the above work as percentages? Check out below for to see that data presented and check out that trend line. Our data has been showing for quite some time what the industry just came to accept as reality in 2014. Women are fans of comics, and they are legion!

population trend line 2013-2014Above looks at how the population stacked up, as well as the gender breakdown, but how about age? Here’s the same time period as far as age over the last two year.

age 2013-2014Here’s another look at the same data.

age bar graph 2013-2014And here’s that same data done as percentages.

age percentages 2013-2014And another look at the same data.

age percentages bar graph 2013-2014And that wraps up our look back at how the comic “fan” population has changed over the past two years. You can catch this type of report every Monday right here on Graphic Policy!

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