Sam Bailey's victory in The X Factor final flops on Twitter, drawing just over half number of tweets as last year

This year's final of The X Factor failed to match the volume of traffic it generated on Twitter as it did last year, although it did beat its main competitor, Sports Personality of the Year, which aired at the same time on BBC1.

The prison warden was named the winner of the 2013 ITV series, with the Sunday night final generating a total volume of tweets of around 690,496 according to early estimates by social analytics company Second Sync.

The programme also peaked at 21,371 tweets, averaging 4,879 tweets a minute, the highest volume and peak of the series, although its highest average score was during the Sunday 24 November episode which also featured a performance by One Direction, at 6,103 tweets per minute.

Bailey was mentioned in 137,631 tweets during the broadcast, over twice the number of her competitor, Nicholas McDonald, who was mentioned in 56,239 tweets.

The most retweeted tweet on the night was sent by Louis from One Direction was tweeted "Really is an amazing feeling performance performing on the X factor !!", which generated 34,632 retweets.

All of this paled in comparison to last year's figures however, when James Arthur was crowned the winner, generating a total of 1,126,802 tweets, with a peak of 28,377 and an average of 7,960 tweets per minute.

BBC 1's offering, Sports Personality of the Year (SPOTY), which named Wimbledon winner Andy Murray as its victor, drew a total of 220,988 tweets and averaged at 1,065 tweets a minute.

The programme peaked at 9,416 tweets a minute when Andy Murray was announced as the winner, with him being mentioned in 60,789 tweets.

Again, this year's programme was significantly down on last year's volume, when it drew 617,568 tweets, peaking at 22,877 tweets per minute and averaged at 2,755 tweets a minute.

"The X Factor was always going to win in terms of tweets, but it's interesting to see both drop considerably in terms of total tweets compared to last year's results," said Second Sync's social TV analyst, Kay Dekker. "I would say SPOTY suffered due to being on at the same time as The X Factor so could have managed more on a different night."

At the time of writing, audience figures for the Sunday night final had not yet been released, although the Daily Mirror had reported that the Saturday episode had drawn the worst viewing figures for a final single the programme launched in 2004, at 8.5 million.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.