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In anticipation of the Super Bowl and Academy Awards, the latest installment of The Sprout Social Index—now published quarterly—takes a closer look at social trends across the media and entertainment industry.

We’ve tracked and analyzed message volume, response rates, response times and network nuances across Facebook, Twitter and Instagram for 15 verticals. In our research, we uncovered some surprising (but not always positive) data and discovered one major social outlier.

On almost every front, media and entertainment brands were social anomalies. With 3 times more fan messages than average and a 6% response rate, there’s something about Hollywood—as well as journalists, DJs and sports stars—that keeps people coming back. But is the industry responding to fans in a way that resonates?

See how media and entertainment companies are following a rather tired script, and learn how your brand can benchmark itself against our findings in the full, web-based version of The Q1 2016 Sprout Social Index.