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UK Insights

Broadchurch creates buzz on Twitter

Symran Khangura

Senior Twitter TV Analyst

TV 06.03.2017 / 15:00

twitter-bird-white-on-blue

Kantar Twitter TV Ratings for the week commencing 27th February

Olivia Colman and David Tennant’s dream detective team returned to ITV this week for the third and final series of the hit drama: Broadchurch. The series premiere hit the top spot on both our 24/7 and broadcast Leaderboards for Monday 28 February, with 28,562 Tweets sent for the entire day about the show’s return.

UK Tweeters had a lot to say about the new series, with the first episode receiving 18,654 Tweets sent during the live broadcast window. The episode received 44.5% Positive Sentiment from Tweeters, with Admiration and Expectation the top emotions present in Tweets. The peak moment of interaction occurred at the start of the episode, when users took to Twitter to express their excitement for the show’s return, and sent over 700 Tweets in just 60 seconds. Over a third of these Tweets contained the emotion Expectation.

Tweeters of the first episode were mostly female, with 68.7% of Authors being women, and just 31.3% being men. Social conversation around the new drama series was also popular among slightly older Tweeters, with over 35% of users aged over 35. The two lead actors seemed at the forefront of Tweeters’ conversations during the broadcast, with both #DavidTennant and #OliviaColman featuring in the Top 5 hashtags, as well the name “Olivia” mentioned nearly 600 times, and “Tennant” mentioned over 950 times.

Overall, Broadchurch claimed 13% of all UK Social TV activity for Monday, and Tweets about the crime drama created 9.7M Total Impressions on Twitter.

Elsewhere, internet sensations Alfie Deyes (@PointlessBlog) Marcus Butler (@MarcusButler) and Joe Sugg (@Joe_Sugg) took a turn on the terrifying ITV2 reality show, Release the Hounds: Famous and Freaked. The episode on Thursday 02 March was certainly a hit with UK Tweeters, receiving an impressive 41,065 Tweets in our 24/7 tracking for Thursday – a 6,200% increase in Twitter activity over the series average as a whole.

The episode’s special hashtag #ReleaseTheYoutubers was most-mentioned throughout the broadcast, present in nearly 69% of all Tweets.  Joe was the most-mentioned YouTuber, with his Twitter handle mentioned 17,308 times, followed by Alfie, his handle mentioned 16,570 times, and then Marcus, mentioned 9,300 times.

Alfie’s girlfriend and fellow YouTube sensation Zoella also weighed in on the Social TV conversation, resulting in her handle being mentioned 3,679 times. The top three most Retweeted Tweets for the whole broadcast were all Tweets from Zoella’s Twitter handle, creating 1.5M Total Impressions – the most individual impressions of any single Tweet sent during the episode.

Overall, Tweets about Release the Hounds created 14.7M Impressions on Twitter for the whole day on Thursday, and the episode was the most-Tweeted programme for the whole of last week.

Source : Kantar Media

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