Warc, 29 September 2014
LONDON: More than one in ten (11%) of British TV programmes
increased their ratings over the past year because of viewers' tweets,
according to a new study into the correlation between TV viewing levels and
Twitter activity.
The report, "A Year in the Life of TV and Twitter"
from Kantar Media, the market research firm, also found the top 30 TV series
accounted for 50% of all measured Twitter UK TV activity and 9% of viewing
volume.
Excluding live sports and news, the study covered live TV
programmes and analysed 110m tweets from the beginning of June 2013 to the end
of May 2014.
Perhaps not surprisingly, it found twitter activity was
particularly heavy for entertainment, talent shows, constructed reality,
documentaries, soaps, special events and a few dramas, including Sherlock,
Downtown Abbey and Doctor Who.
The X-Factor attracted the highest number of tweets over the
year – the competitive music show delivered 9.4m tweets and accounted for 8.6%
of all TV-related tweets.
It was followed by Celebrity Big Brother, Britain's Got
Talent, Made in Chelsea and I'm a Celebrity. EastEnders, the BBC soap opera,
also made it into the top ten.
At 4m tweets, the BRIT Awards in February 2014 was the
highest rated show on Twitter in terms of tweets for a single broadcast show.
It was followed by I'm a Celebrity from November 2013 and
Children in Need 2013, also broadcast last November, Britain's Got Talent and
the X-Factor final.
Love Actually, broadcast on Christmas Day, was the most
tweeted film of the year (150,000 tweets) while the most tweeted-about drama
was the 50th anniversary edition of Doctor Who (just under 501,000 tweets).
"People have always talked about TV with friends and
family, and Twitter extends these conversations outside the living room,"
said Andy Brown, global CEO of Kantar Media.
"This study demonstrates that 'twitter friendly' shows
that encourage tweets during the broadcast or have a younger, evangelical
audience for example, can punch above their weight. These conversations are
encouraging all of us to turn on and tune in to great TV shows" he added.
Data sourced from Kantar Media; additional content by Warc
staff
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