Digital Transformation

X Factor wins most tweeted TV show accolade as Kantar Media study reveals social TV links

By Angela Haggerty | Reporter

Kantar Media


Kantar Media article

September 25, 2014 | 4 min read

The scale of Twitter’s TV conversations are mainly in line with TV channel share, with talent and reality shows capturing the most social activity, a study from Kantar Media has revealed.

Based on figures collected between June 2013 and May 2014

Twitter TV

Study: Kantar Media looked at a year's worth of data

from Kantar’s own data and BARB viewer rating and channel share figures, the study found that Twitter TV activity correlated for the most part with share and showed that increased social conversation boosted some programme viewing figures by up to two per cent.

In terms of tweet volume, The X Factor by far attracted the most conversation at over nine million tweets between 1 June 2013 and 31 May 2014, followed by Celebrity Big Brother at more than 5.2 million, Britain’s Got Talent at 3.1 million, Made in Chelsea at 2.6 million and I’m a Celebrity at 2.7 million.

Despite only broadcasting for a third of the year, the X Factor accounted for 8.6 per cent of all TV tweets across the whole year. The 2013 X Factor final had a live audience of 8.3 million and generated 663,005 tweets from 320,631 unique users.

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Also on the list of most tweeted programmes were The Only Way is Essex, UK soaps such as Eastenders, Coronation Street and Hollyoaks, Doctore Who, The Apprentice and Gogglebox.

The top 30 tweeted-about TV programmes accounted for 9.1 per cent of all UK viewing between June 2013 and May 2014.

Love Actually took the crown for most tweeted about film of the year during its Christmas Day broadcast (150,000 tweets), and the most Twitter-friendly documentary was Crazy About One Direction (132,000 tweets).

Joel Lunenfeld, global vice president of sales and strategy at Twitter, said: “Twitter and TV is a powerful combination for programme makers and advertisers alike.

“This study by Kantar Media is the first time that we have seen those patterns of consumer behaviour tracked over the course of a year in the UK. It provides a fascinating set of insights that will help the industry better understand and harness the power of social TV.”

Andy Brown, global CEO of Kantar Media, added that the study also showed that a high number of viewers did not automatically result in a large volume of tweets.

“’Twitter friends’ shows that encourage tweets during the broadcast or have a younger, evangelical audience for example, can punch above their weight, thereby distorting overall perceptions,” he said.

“This illustrates how proactive encouragement of social TV activity can positively impact programming schedules and advertising campaigns.”

The study collated data from more than 110 million TV-related tweets from over 13 million unique users.

Twitter and Katar have been working together over the last year to develop better social TV analytics tools.

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