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UK Insights

Twitter conversations around the Spring Budget

Symran Khangura

Senior Twitter TV Analyst

TV 13.03.2017 / 11:00

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Kantar Twitter TV Ratings for the week commencing 6th March

The Chancellor Philip Hammond delivered his Spring Budget on Wednesday 08 March, with the proceedings broadcast live on both the BBC and ITV. Tweeters had plenty to say about the financial report, with 234,139 Tweets sent during our 24/7 tracking for the entire day.

An average of 163 Tweets per minute was sent about The Budget, reaching a peak moment of interaction of 1,344 Tweets sent in one minute. This occurred when the Chancellor announced the increased rate of National Insurance for the self-employed, resulting in a sustained high-level of social conversation in 15 minutes following the announcement.

Tweets sent about Budget Day originated mostly from men, with 68.1% of the 74,224 Unique Authors being male, and just 31.9% being female. The conversation was also driven by slightly older Tweeters, with over 70% of Tweeters aged over 35.

Overall, Tweets sent about the Budget all day on Wednesday created 76M Impressions, with Social TV conversation around the event accounting for 53.7% of Social TV conversation for the entire day.

Elsewhere, Crufts 2017 featured Clare Balding at the helm once again for the annual dog show, held at The National Exhibition Centre in Birmingham and broadcast on Channel 4 and More 4. The event received 76,175 24/7 Tweets for the entire week, which created 22.6M Total Impressions.

Sunday 12 March was the most-Tweeted day, receiving 31,824 24/7 Tweets. The event was responsible for nearly 10% of all Social TV interaction on Sunday, and Tweets about the proceedings created 9.1M Impressions on Twitter. The weekend’s celebration prompted mostly positive conversation on Twitter, with Tweets containing 34.5% Positive Sentiment, and Admiration and Joy the top two most prevalent emotions found in Tweets.

The dog show was slightly more popular with female Tweeters, with 62.2% of the week’s Unique Authors being women, and 37.8% being men. The show was also popular with older Tweeters, with a third of Tweeters aged over 50. Overall, Crufts 2017 was the second most-Tweeted TV programme for the entire week, after only the conversation around the week’s 2017 Budget coverage.

Source : Kantar Media

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