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NEWS10 December 2015

Twitter engagement driven by music awards and reality TV

Data analytics News UK

UK — Music awards shows and reality TV competitions have been behind some of the biggest moments of Twitter engagement by TV viewers according to results from Kantar Twitter TV Ratings.

Launched in October 2014, these are the findings from the first 12 months of Kantar Twitter TV Ratings and found that the The Brit Awards 2015 was the broadcast that resulted in the greatest number of Tweets.

Viewers posted more than two million Tweets about the programme to a unique audience of 3,318,281, with Madonna’s tumble from the stage triggering the peak in activity on the platform.

Other notable musical events included the Eurovision Song Contest, which inspired more than 1.6 million Tweets, and The X Factor, which was the series that drove most Twitter activity overall. The political debates such as the ITV Leaders Debate and the BBC Election Debate also prompted significant Tweeter activity.

Andy Brown, CEO, Kantar Media, said: “In the year since we launched the Kantar Twitter TV Ratings there were over 5 million individuals Tweeting about TV programmes. This equates to roughly a third of the UK’s active Twitter users, not to mention a sizable segment of the country’s consumers, and demonstrates that there’s huge value in brands and broadcasters understanding the relationship between television programmes and social media.”

Top 20 individual broadcasts

  1. The Brit Awards 2015 – ITV, 2012955 Tweets
  2. Eurovision Song Contest 2015 – BBC One, 1625819 Tweets
  3. The ITV Leaders’ Debate 2015 – ITV, 1590680 Tweets
  4. 2014 MTV EMAs – Channel 5, 937075 Tweets
  5. I’m a Celebrity…Get Me Out of Here (Series 14, Episode 1 )  – ITV, 649723 Tweets
  6. The X Factor (Series 11, Episode 24 ) – ITV, 619285 Tweets
  7. BBC Election Debate 2015 – BBC One, 616287 Tweets
  8. Cameron and Milliband: The Battle for Number 10– Channel 4, 526826 Tweets
  9. Eastenders – BBC One, 519359 Tweets
  10. Eastenders – BBC One, 499424 Tweets
  11. Celebrity Big Brother (Series 15, Episode 1 ) – Channel 5, 419351 Tweets
  12. Glastonbury 2015 (Day 2 ) – BBC Two/BBC Three/BBC Four/BBC Red Button, 415266 Tweets
  13. Britain’s Got Talent (Series 9, final episode) – ITV, 371877 Tweets
  14. The Question Time Election Leaders Special – BBC One, 356354 Tweets
  15. Children in Need 2014 – BBC One, 348676 Tweets
  16. The X Factor (Series 11, Episode 24 ) – ITV, 323754 Tweets
  17. The X Factor (Series 11, Episode 16 ) – ITV, 319289 Tweets
  18. The X Factor (Series 11, Episode 19 ) – ITV , 290645 Tweets
  19. The Budget 2015 – BBC Two, 280709 Tweets
  20. I’m a Celebrity…Get Me Out of Here! (Series 14, Episode 14 ) – ITV, 268906 Tweets

@RESEARCH LIVE

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