According to an extensive new study, published today by Kantar Media, the top 30 TV series account for 50% of all measured UK Twitter TV activity.
The study, ‘A Year in the Life of TV and Twitter,’ provides the first in-depth look at the relationship between what is discussed and read about on Twitter and what is watched in the UK. It found that TV Tweet levels broadly correlate with TV channel shares and programme/series viewing figures across a broad time period (although some channels over-perform on Twitter relative to audience share).
Across the 12-month period, The X-Factor delivered 9.4m Tweets, 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 Tweets in the weeks it was on air, while The Brits was the top single broadcast show with more than 4m Tweets.
“This extensive study illustrates the positive correlation between Twitter and TV in the UK, but also shows that it is not as straightforward as assuming that a high number of viewers results in a large volume of tweets,” says Andy Brown, Global CEO of Kantar Media. “‘Twitter friendly’ shows that encourage tweets during the broadcast or have a younger, evangelical audience for example, can punch above their weight, thereby distorting overall perceptions. This illustrates how proactive encouragement of social TV activity can positively impact programming schedules and advertising campaigns.”
A Year in the Life of TV and Twitter in the UK is available to download in full here.