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Britain's Got Talent Twitter The Voice

Britain’s Got Talent vs The Voice – who's winning the Twitter war?

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By Stephen Lepitak, -

June 1, 2012 | 3 min read

The final of the first series of The Voice UK is tomorrow, and the BBC is likely to claim it a success with a second series already commission, but up against the final viewing figures for this year’s Britain’s Got Talent, the show may come a cropper.

The average audience for BGT this year was 11,9m, while The Voice has managed about half of that, at 5.64m. The BGT final also saw a peak audience figure of 13.8m, a number that its BBC1 rival can only dream of surely.

But the television experience has evolved in the last couple of years to include the second screen experience - a battle ground that is becoming all the more important in growing and maintaining an audience for broadcasters.

Social activity of accounts promoting both shows has been analyzed by BirdSong, which has recorded data up until 31 May 2012.

It has found that BGT has 241,565 Twitter followers, in comparison to The Voice’s 188,680 – not bad when you consider that the former is still in its infancy, while Britain’s Got Talent has been around for several years (registered 7 September 2011). So in the space of eight months, The Voice UK has picked up nearly three quarters of the numbers that of BGT, meaning that should it maintain that trajectory, The Voice will overtake its rival by the time its second series comes around.

According to BirdSong, the fan base for both accounts are predominantly female and active on a daily basis, peaking on Saturday evenings. Both accounts down follow many other Twitter accounts, although BGT (9,000) is following three times as many as The Voice (4,100), potentially meaning that the BGT account has more engagement potential, which could aid its growth.

BirdSong suggests that in order that The Voice catches up with BGT it much engage with more of their fans online by following them and increasing its frequency of tweets, leading to higher presence within its follower’s streams and generating greater opportunity in sharing through retweets.

The Voice currently tweets an average of 14 tweets a day, while BGT sends 34 on average. BGT also retweets much more than The Voice, with nearly half of BGT (46.1%) of tweets being retweets in comparison to The Voice (26.4%).

Most of The Voice retweets are audience comments on acts and from its own stars such as Jessie J and Will.i.am.

BGT also offers those using the #BGMT hashtag the chance for their comments to feature on ITV2, which builds its appeal for engagement. An offering that The Voice does not have.

Despite their differences however, it is interesting to note that both have the same Klout score.

Britain's Got Talent Twitter The Voice

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