Analysis of TV tweets over the past year has shown the highest levels of social media engagement were achieved by the unlikely bedfellows of Love Island and Question Time, with the Eurovision Song Contest being the top tweeted individual broadcast.
The fourth season of ITV’s smash hit Love Island franchise sparked no fewer than 6,279,083 tweets from viewers, well ahead of its next nearest challenger in the form of the BBC’s topical political debate series Question Time which generated 2,534,625 tweets.
In terms of individual broadcasts, there was only one game in town with the Eurovision Song Contest producing 841,333 tweets.
The findings were derived by Kantar Media which measured engagement among UK viewers between 1 December 2017 and 40 November 2018 to inform its Kantar Social TV Rankings. Over this 12 month period, 75m individual tweets were logged, generating 28bn overall impressions between them.
Andy Brown, global chief executive, Kantar Media UK and Ireland, commented: “What is truly interesting is the way in which our data highlights the strong attachment consumers have with their favourite television programmes, even outside of the broadcast window. More than ever, consumers are using social media to communicate about television programmes at a time that suits them.
“For brands and advertisers, this serves to reiterate the opportunity offered by multi-channel engagement and the need for a connected intelligence approach to measure its impact; using social media platforms to become a part of the conversations they know their audiences are already having, at the right time and in the right place.”
This year's Love Island season came under fire for the broadcast of an 'irresponsible' breast implant ad.