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Expand chart
Data: NewsWhip; Baby Yoda photo: Jon Favreau's Instagram; Chart: Andrew Witherspoon/Axios

Baby Yoda, the juggernaut character from Disney+'s Star Wars series "The Mandalorian," is driving almost twice as many average social media interactions on news stories about it as any 2020 Democrat, according to data from NewsWhip exclusively provided to Axios.

Why it matters: The internet's most memeable 50-year-old broke through the online conversation in a huge way since the show's Nov. 12 premiere — and its viral success should worry the 2020 race's late Democratic entrants, Michael Bloomberg and Deval Patrick.

The big picture: Both Bloomberg and Patrick staked their runs on the idea that voters would hungrily embrace a fresh face to shake up the 2020 race — but compared to Baby Yoda, they're not exactly capturing the public's imagination.

  • Baby Yoda's introduction coincided with both Bloomberg and Patrick announcing their bids. Bloomberg officially jumped into the race over the weekend — but spent weeks telegraphing his run — while Patrick entered on Nov. 14.
  • Both of the newest 2020 Democrats have had a significant number of articles written about them since Nov. 12. Bloomberg ranks second among the Democratic pack with 7,650, while Patrick slots into fourth with 4,044.
  • That media saturation doesn't necessarily translate to reader interest. With Baby Yoda in the mix with the 2020 Democrats, Bloomberg ranks 14th and Patrick 16th in terms of average interactions (likes, comments, shares) per story about them — and Baby Yoda has notched an average interaction rate 10 times higher than theirs.

By the numbers: In terms of raw interactions since Nov. 12, Baby Yoda's 2.28 million trail only the Democratic race's group of frontrunners — Joe Biden (8 million), Bernie Sanders (2.9 million) and Elizabeth Warren (2.53 million).

  • But the rate of interactions is massive when you consider that Baby Yoda would only rank 10th in terms of the number of articles (1,368) written about it.

The bottom line: Because this data only captures interactions with news stories, it doesn't take in the wealth of Baby Yoda memes, GIFs, and content native to social media — meaning that the character's reach is probably far wider.

Go deeper:

Go deeper

In photos: Egypt unveils 3,000-year-old "lost golden city"

A view on Saturday of the city, dubbed "The Rise of Aten," dating to the reign of Amenhotep III, uncovered near Luxor. Photo: Khaled Desouki/AFP via Getty Images

A top Egyptian archaeologist on Saturday outlined details of a newly rediscovered "lost golden city" near Luxor that dates back more than 3,000 years.

Why it matters: Zahi Hawass told NBC News the large ancient city, unveiled Thursday, tells archaeologists for the first time "about the life of the people during the Golden Age." Johns Hopkins University Egyptology professor Betsy Brian said in a statement it's "the second most important archeological discovery since the tomb of Tutankhamen."

1 dead as severe storms pummel the South

A tree that fell on a home carport damaged a vehicle during a storm in Central, Louisiana. No injuries were reported, according to Central Fire Department. Photo: Central Fire Department/Twitter

Strong storms lashed the South early Saturday, spawning at least one tornado and unleashing powerful winds and hail. And forecasters warned more severe weather was expected to hit parts of the region in the coming hours.

Details: Thousands of customers lost power in Florida, Mississippi, Arkansas, Texas and Louisiana, according to tracking site poweroutage.us. An F3 tornado that hit St Landry Parish, Louisiana, killed one person and wounded seven others.

Scoop: Biden eyes Russia adviser criticized as soft on Kremlin

Photo: Alexander Shcherbak\TASS via Getty Images

President Biden is considering appointing Matthew Rojansky, head of the Wilson Center's Kennan Institute, as Russia director on the National Security Council, according to a source familiar with the situation.

Why it matters: Rojansky has been praised for his scholarship on Russia and is frequently cited in U.S. media for his expert commentary. But his work has drawn criticism — including in a 2018 open letter from Ukrainian alumni of Kennan that blasted the think tank he runs as an "unwitting tool of Russia’s political interference."