A Year in the Life of TV and Twitter by Kantar Media provides the first in-depth look at the relationship between what we say and read about on Twitter and what we watch in the UK. According to its research, Twitter activity can provide key insights into TV viewing for brands and broadcasters.
Key data from the study (according to Digital Strategy Consulting):
- 11% of shows gain viewers during broadcast as a direct result of Tweets. The data relates to live broadcasts and does not include VOD. Neither does it include social TV around live sports, news and special events.
- Twitter not only has the power to boost TV viewing during broadcast but that smaller channels and shows can boost their share of voice by employing effective Twitter strategies
- There is a ‘Twitter TV Top 30’: In terms of volume of tweets, the top 30 TV series (excluding live sport and news programmes) account for 50% of all measured UK Twitter TV activity and 9% of viewing volume.
- 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.
- Of the TV Tweets analysed, there was a noticeable skew towards entertainment, talent shows, constructed reality, documentaries, soaps, special events and some dramas, including Sherlock, Downton Abbey and Doctor Who, where there is a cult or younger following.
- Twitter TV activity correlates with audience size at a broad level: the shows with the largest volume of Twitter TV activity tend to have higher audiences. However smaller shows can gain disproportionate levels of Twitter activity if they are ‘social TV friendly’, for example encouraging participation or skewing to a younger audience.
- Twitter activity has a direct, positive influence on viewing figures during broadcast for 11% of programmes, boosting audiences by an estimated 2% during those shows.
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