It was an historic day on Friday 20 January, as Donald Trump was sworn in as 45th President of the United States. Our 24/7 tracking of The Inauguration attracted 727,119 UK Tweets from 280,399 Unique Twitter Authors, which in turn created a whopping 222.4M Total Impressions.
The ceremony itself was broadcast live on both BBC1 and ITV, with the broadcast window seeing 433,104 UK Tweets sent, that created 150.2M Impressions. Tweets about the ceremony were 15.4% Positive, and there was a big contrast in the top emotions present in Tweets - with the top three emotions being Admiration, Criticism and Insults.
Unsurprisingly, the most-mentioned handle throughout the broadcast was @realDonaldTrump, present in nearly 6% of all Tweets. The Inauguration seemed to create more Twitter conversation amongst male Tweeters than female, with 64 % of all Twitter Authors being men. Slightly older Tweeters also appeared to engage more in Social TV conversation around the Inauguration, with nearly 50% of Tweeters aged over 35.
Overall, our 24/7 tracking of the Inauguration stole 77 % of all UK Social TV conversation for the whole day, with an average of 505 UK Tweets sent every minute.
Elsewhere, MTV’s Ex on The Beach returned on Tuesday night 17 January with more antics and outrageous behaviour than ever. Eight contestants headed to the scorching Crete Villa but it will be far from a holiday for any of them as their exes will make an appearance throughout the series.
The debut of the sixth series caused havoc on Twitter with 13,382 Tweets for the broadcast and 17,741 Tweets for the whole day. The peak moment occurred a few minutes into the broadcast with 408 Tweets in a minute. Tweeters were still shocked and in disbelief that the contestants appeared to not realise they were on Ex on the Beach.
In terms of TV viewing data, there were 55 Unique Authors per Thousand Viewers making it the most socially engaged TV programme so far in 2017.
Source : Kantar Media