Twitter correctly predicts GBBO finale winner during live broadcast

A majority of people tweeting during the Great British Bake off final (which live on BBC 1 saw a peak of 14.5m viewers) saw contestant Nadiya Hussain as a clear favourite.

Hussain, who baked a jewel-laden "big fat British wedding cake" ultimately took the prize in Wednesday's final, which included fellow competitors Ian Cummings and Tamal Ray, and social media users were behind her (almost) all of the way according to data from Brandwatch.

Initially, tweeters were relatively equally balanced on their view of who would win, although Hussain quickly secured a dominant volume for most of the broadcast thereafter.

Twitter sentiment towards each contestant was also measured. Cummings plummeted early on while Hussain and Ray were neck and neck until the final third of the show when Hussain was crowned Bake Off champion.

During the broadcast, a series record of 103,503 tweets were sent, a total of more than three times the volume of tweets from the previous seven days.

Furthermore, GBBO fanatics were sending over 3,000 tweets per minute for a short period before sitting consistently around 2,000 for the duration.

Tesco also got in on the baking activities on Twitter seeing its sponsored tweet hashtag #BakeOn mentioned 1,577 times.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.