X Factor Sets Social Media Record for Premiere

X MARKS ITS SOCIAL MEDIA SPOT: Despite the fact Fox’s season two premiere of The X Factor failed to attract as many viewers as NBC’s The Voice (see Rumor Mill item below), it did top that show in one category: social media. Simon Cowell’s music competition managed to generate an all-time record 1.4 million viewer comments on Facebook and Twitter, according to Mashable.com. In comparison, The Voice’s Monday debut spawned 202k social media posts, while last year’s X Factor premiere grabbed 190k, with this year’s number representing a 624% growth. Second-highest is ABC Family's Pretty Little Liars episode in June, which sparked 890k social media responses. (9/13p)