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BBC beats ITV in the battle for top-tweeted show at Christmas

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By The Drum Team, Editorial

January 19, 2012 | 2 min read

Eastenders was the most tweeted about show over the Christmas period, according to research by Starcom MediaVest Group (SMG).

SMG’s digital research team reviewed the highest-rated TV programmes for audiences over the period and used its social media analytics tool to analyse the levels of online conversation via Twitter around them. A Social Media Score was then created by combining the levels of online conversation with TV audience sizes.

Stewart Easterbrook, CEO for Starcom MediaVest Group, said: “Our research tracks the shift we are seeing in TV viewing from a broadly passive watching state to one of more dynamic interactions between viewers, content and brands. The growth of social combined with connected TVs is opening up a brave new world of opportunities for brands to be part of the conversation with viewers.”

Eight BBC shows were reported in the top ten table, with only two ITV shows included: Downton Abbey and Coronation Street.

Eastenders came first in the research, with a social media score of 18, followed by Sherlock with 14 and Doctor Who with 6.9.

Scott Thompson, digital research manager at Starcom MediaVest Group, said: “As connected TVs begin to take centre-stage, we are interested in what this can tell us about the ways different audiences are engaging with different types of programmes. We saw 61,000 tweets in total for Eastenders or, put another way, over a thousand tweets per minute! The growth of social media means these conversations are now happening around the content and have become much more visible.”

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Starcom MediaVest Group

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