Kantar Media study identifies most-tweeted TV programmes in the UK
Kantar Media has identified the UK’s most Tweeted-about programmes, excluding sport and news, by analysing a year’s worth of Tweets and TV audience data.
The first-ever independent report of its kind exclusively based on data from both Twitter and BARB, reveals that the Brit Awards was top of the pops, generating more than 4 million Tweets, the best performance by a single show.
The X-Factor delivered 9.4m Tweets over the year, winning the title for highest annual number of Tweets for a series and accounting for 8.6% of all TV-related Tweets across the year and 25% of all TV-related Tweets in the weeks it was on air.
Other high-flying shows identified by A Year in the Life of TV and Twitter include Children in Need and Celebrity Big Brother.
“People have always talked about TV with friends and family, and Twitter extends these conversations outside the living room,” says Andy Brown, Global CEO of Kantar Media. “This study demonstrates that ‘Twitter friendly’ shows that encourage Tweets during the broadcast or have a younger, evangelical audience for example, can punch above their weight. These conversations are encouraging all of us to turn on and tune in to great TV shows.”
The report by Kantar Media is designed to analyse and understand the impact that the Twitter conversation has on TV viewing as well as identify what encourages people to tweet about shows.
It identified a Twitter TV Top 30 series that account for 50% of all measured Twitter UK TV activity and 9% of viewing volume.
The study found that the impact of Tweets during a show was to increase ratings for 11% of programmes.
Twitter activity is particularly heavy for entertainment, talent shows, constructed reality, documentaries, soaps, special events and some dramas, including Sherlock, Downton Abbey and Doctor Who.
Kantar Media will be launching the official Kantar Twitter TV Ratings in the UK later this year.