The American television show Mythbusters, which airs on the Discovery Channel, features a five member team who put scientific, cultural, and historical ‘myths’ to the test (in amusing ways). Since it began airing in 2003, Mythbusters has been a hit with viewers, most recently helping the Discovery Channel achieve its best Q2 ratings on record with male viewers age 25 to 54.

Our American Polecats are all fans of the show, so we leveraged MeaningMine to see what conversation activity surrounded it. MeaningMine collected and analyzed nearly 3,500 highly relevant online and social media postings from 4 April (just before the new season started) to 29 June (the last show of the new season), and surprisingly found conversation activity citing the Mythbusters tended to skew unhealthy.

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Upon closer inspection, we discovered when people write about Mythbusters, they reference the show in a much broader context and not just the author’s thoughts on the show itself.

For example, the most frequently cited posting mentions the Discovery Channel’s collaboration with the White House on 12-April. Another top posting mentioned Mythbusters co-host Kari Byron appearing at a student robotics competition at Walt Disney World. Both of these topics MeaningMine assessed as healthy; the “unhealthy” citations stemmed from authors leveraging the show’s conclusions to prove a point against a broader unhealthy topic.

For example, Meaning Mine found authors who were writing about the dangers of driving while talking on your cell phone cited a recent Mythbusters experiment that demonstrated the hosts’ driving skills were equally impaired when they were talking on the phone as when driving drunk.

While the posting and topic were unhealthy (for a number of reasons), it is an indication the show is being referenced as an educational tool in a broader cultural context.

MeaningMine also found a relationship between Mythbusters-related conversation activity and viewership. We compared our conversation data from MeaningMine against US viewership data
provided by TVByTheNumbers.com, and found a relationship between the number of viewers watching a new episode and conversation force (# of citations).

So even though most postings identified by MeaningMine weren’t about people’s like/dislike of the show itself, activity referencing the Mythbusters trended in line with the number of people who watched a new episode.

In addition to analyzing and reporting activity and sentiment trends, MeaningMine can also “read” the content contained within postings to unearth insights into the most frequently discussed topics.

We entered the names of each of the five Mythbusters hosts and found the show’s two main hosts – Adam and Jamie – were cited more frequently than the “Build Team” that tackles smaller, side myths (Kari, Tory and Grant).

Similar to the conversation overall, author’s weren’t typically writing about their opinion of a particular Mythbuster, but rather mentioned a host or build team member in a broader context, such as a recent public appearance.

MeaningMine delved further into the postings prominently citing one of the show’s “Build Team” members and found Grant Imahara and Kari Byron were mentioned most frequently in postings that discussed science and engineering competitions, while Tory was most frequently mentioned in an appearance at an anvil shooting championship that left five people injured.

Whether it’s energy, politics, or media and entertainment, MeaningMine can analyze and generate insights into practically any topic. We look forward to the next season of Mythbusters and seeing what the world has to say about it.

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