Return of Mr Robot : the Fans and Brands at Love the USA Hacker Drama

The second season of USAs Mr. Robot premieres on July 13 with back-to-back episodes and limited commercials-though some viewers might have already caught it thanks to a clever stunt in which a supposed hack led to a new episode being leaked early on Facebook Live, Twitter, Snapchat and YouTube (though all those instances have since been deleted).

The series follows Elliot Alderson (Rami Malek), a hacker and cybersecurity engineer who is recruited by the anarchist Mr. Robot (Christian Slater) to participate in the hacking of an evil corporation. The Golden Globe-winning show has been a big hit with fans; so big that USA has already decided to produce more episodes for season 2, upping the order from 10 to 12 this summer.

Related: As Royal Gives Way to Robot, USA Eyes New Skies

Fans went crazy for season 1

Canvs, the language analytics company, took a look at the Emotional Reactions (ERs) viewers expressed on Twitter (analyzing all tweets about the show captured by Nielsen) throughout season 1. In total, there were 53,548 ERs across the 10 episodes, and the dominant emotion expressed during the season was love (39%), followed by good (17.1%), crazy (15.6%) and excited (12.2%).

Eps 6 two weeks ago was SO MIND-BLOWING. But tonights eps 8 WAS EVEN WAY MORE MIND-BLOWING. SPEECHLESS! #MrRobot pic.twitter.com/qYZ161tsvY

- Adam MS (@Muh_Sadam) August 13, 2015

The most reacted-to episode was the season 1 finale last September (12,921 ERs), which bodes well for the shows return.

This revolution is going to be legendary. Best show ever. #MrRobotFinale #WeArefsociety

- Ryan Ortega (@rwortega) September 3, 2015

This #MrRobotFinale was wild. A crazy mind is a beautiful mind. Given the right direction & motivation. #hackersrule #geeksarecool

- Jikki Naythom (@Jacream) September 3, 2015

Viewers have returned to Twitter in anticipation of season 2; over the last 30 days there have been 15,898 ERs about Mr. Robot, according to Canvs, with 31.1% of them expressing love for the show and 17.3% expressing excitement. Some fans have even been watching season 1 again in preparation:

Rewatching @whoismrrobot for the third time. You could say Im excited for season 2 #MrRobot

- ivanna (@_ivannnaaa) July 5, 2016

Brands backing the show

A mix of industries backed Mr. Robot during its first season, with auto makers and movie studios leading the pack in TV spend, according to iSpot.tv. Universal Pictures spent the most, closely followed by Mercedes-Benz, but the top individual commercial based on TV spend was for Microsoft - which makes sense, given the shows tech theme.

Big-spending advertisers during reruns of Mr. Robot this year also included Universal Studios, rounded out by department stores (Sears, Macys) as well as GEICO and Revlon.

LINK:	http://www.broadcastingcable.com/news/currency/return-mr-robot-fans-an...
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