ITV Encore's Lucan drove more TV ad brand conversations among viewers than any other drama, Nielsen figures suggest
ITV Encore drama programme Lucan drove more word of mouth brand conversations than other drama shown in the UK, research from Nielsen has suggested.
Research: Lucan drove most word of mouth brand conversations
The TV analytics and insight firm partnered with consumer conversation firm Keller Fay to create a data tool for advertisers and media buyers to identify influential audiences.
It found that Lucan drove 19.65 conversations per person per day, while next on the list was Sky 2 programme Arrow, which generated 15.5 conversations per day per person.
Sky 2 shows 24: Live Another Day and Intelligence followed closely behind in third and fourth spots, while Channel 4’s Fargo took fifth place with 15.01 word of mouth conversations.
Nielsen UK head of media James Oates said: “Age and gender are still highly important TV metrics, but being able to blend this with powerful new insights on how to reach those individuals that talk about your product and brands is where the data really comes to life.”
Steve Thomson, Keller Fay MD, added: “Brands are increasingly seeking to maximise the social impact of their advertising. Key to this is the ability to reach people who are active talkers in both the real world and online.”
The research measured conversations across Channel 4, E4, More4, Channel 5, 5 USA, ITV, ITV 2-4, ITV Encore, Sky 1 and 2, Sky Living and Sky Atlantic.