Kantar Media Study Identifies TV's Most Tweeted

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Sep 25, 2014, 06:52 ET

LONDON, September 25, 2014 /PRNewswire/ --

Analyses 110m Tweets over 12 months in UK's biggest study of TV and Twitter
Identifies Social TV top 30 series that account for 50% of TV Tweets
Confirms that Tweets can boost TV ratings.

Kantar Media has identified the UK's most Tweeted-about programmes, excluding sport and news, by analysing a year's worth of Tweets and TV audience data.

The first-ever independent report of its kind exclusively based on data from both Twitter and BARB, reveals that the Brit Awards was top of the pops, generating more than 4 million Tweets, the best performance by a single show.

The X-Factor delivered 9.4m Tweets over the year, winning the title for highest annual number of Tweets for a series and accounting for 8.6% of all TV-related Tweets across the year and 25% of all TV-related Tweets in the weeks it was on air.

Other high-flying shows identified by A Year in the Life of TV and Twitter include Children in Need and Celebrity Big Brother.

The most-Tweeted-about drama programme was the 50^th anniversary edition of Doctor Who with just under 501,000 Tweets.

Love Actually, shown on Christmas Day, was the most Tweeted about film of the year, with 150,000 Tweets, beating Harry Potter and the Half-Blood Prince (shown on 22 December), which had the highest live audience.

Perhaps unsurprisingly, the most Tweeted about documentary was Crazy About One Direction, which generated more than 132,000 Tweets.

"People have always talked about TV with friends and family, and Twitter extends these conversations outside the living room," says 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."

The full list of the top 15 Tweeted about programmes and Top 30 shows are below

The report by Kantar Media is designed to analyse and understand the impact that the Twitter conversation has on TV viewing as well as identify what encourages people to tweet about shows.

It identified a Twitter TV Top 30 series that account for 50% of all measured Twitter UK TV activity and 9% of viewing volume.

The study found that the impact of Tweets during a show was to increase ratings for 11% of programmes.

Twitter activity is particularly heavy for entertainment, talent shows, constructed reality, documentaries, soaps, special events and some dramas, including Sherlock, Downton Abbey and Doctor Who.

Kantar Media will be launching the official Kantar Twitter TV Ratings in the UK later this year.

A Year in the Life of TV and Twitter is available to download in full here.

Top Single Broadcasts for 'unique users' on Twitter

Kantar Media analysis based on the top rated episode of each of the highest rated shows on Twitter (excluding live sport and news programmes) for the period 1 June 2013- 31 May 2014 :

The BRIT Awards 2014 (19 February 2014)
I'm a Celebrity . . . (17 November 2013)
Children in Need 2013 (15 November 2013)
Britain's Got Talent (8 June 2013)
The X Factor final (15 December 2013)
Doctor Who Live (4 August 2013)
Celebrity Big Brother (29 January 2014)
Sport Relief 2014 (21 March 2014)
The Voice UK final (22 June 2013)
Big Brother launch (13 June 2013)
Sherlock (1 January 2014)
Crazy about 1D (15 August 2013)
Sports Personality 2013 (15 December 2013)
The National TV Awards (22 January 2014)
Skins (1 July 2013)

Top UK Twitter TV Series

1 June 2013- 31 May 2014

The X-Factor
Celebrity Big Brother
Britain's got Talent
Made in Chelsea
I'm a Celebrity
The Only Way is Essex
Big Brother
Hollyoaks
Eastenders
The Voice UK
Top Gear
Geordie Shore
Question Time
Family Guy
The Big Bang Theory
Match of the Day
Doctor Who
Coronation Street
The Jeremy Kyle Show
Sherlock
How I met your mother
The Apprentice
Celebrity Juice
Strictly come dancing
The Great British Bake Off
Gogglebox
This Morning
Criminal Minds
Educating Yorkshire
Glee

About the study

A Year in the Life of TV and Twitter: is an independent overview of Twitter and its relationship to television, with the main focus being the correlation between TV viewing levels and Twitter activity.

The report is the result of extensive analysis by Kantar Media using their analysis software for viewing data and Twitter data related to UK TV shows. Its primary sources are TV data tracked by Twitter in the UK, combined with TV viewing data from BARB. The period covered encompasses one year of TV, from 1 June 2013 to 31 May 2014. It takes in over 110 million TV-related tweets, from over 13 million unique users.

This study covers live broadcasts and so the results do not include video on demand related tweets. Because conversations around live sports and news can come from anywhere in the world, these have also not been covered by the report.

About Kantar Media

Kantar Media provides critical information that helps our clients make better decisions about communications. We enable the world's leading brands, publishers, agencies and industry bodies to navigate and succeed in a rapidly evolving media industry. Our services and data include analysis of paid media opportunities; counsel on brand reputation, corporate management and consumer engagement through owned media; and evaluating consumers' reactions in earned media. As the global house of expertise in media and marketing information, Kantar Media provides clients with a broad range of insights, from audience research, competitive intelligence, vital consumer behaviour and digital insights, marketing and advertising effectiveness to social media monitoring. Our experts currently work with 22,000 companies tracking over 4 million brands in 50 countries.

http://www.kantarmedia.com

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Contact: [email protected]

SOURCE Kantar Media