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UK Insights

Pulling on Twitter heart strings

Symran Khangura

Senior Twitter TV Analyst

TV 03.04.2017 / 12:00

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Kantar Twitter TV Ratings for the week commencing 27th March

Rio Ferdinand’s moving documentary about the loss of his wife to cancer left BBC1 viewers in tears. The heart touching documentary on 28 March followed the former England footballer as he met other families coping with bereavement whilst looking at what help is available for parents and children who have experienced loss.

The poignant take on grief pulled on heart strings making it not only the top Tweeted programme of the day, but of the entire week. The programme generated 54,375 Tweets for the entire day, 35% higher than an average documentary on the channel, and created 20.7M Total Impressions.

Viewers took to Twitter to praise the 38-year-old father for his openness with 48% of the Tweets being positive. Ferdinand did not hold back on camera as he confessed he hadn’t yet grieved fully and revealed his concerns for his three children. His honest portrayal of pain attracted Admiration as the most popular emotion in Tweets followed by Resonance.

The emotional journey was particularly prevalent with male Tweeters with 55% of all Tweets coming from men. Gary Lineker also took to Twitter to call the documentary ‘thought provoking’ and ‘hugely emotive’, his being the second most Retweeted Tweet (745 Retweets) after Ferdinand’s own Tweet thanking all the support (6.1K).

Elsewhere, BBC2’s Stargazing Live has been sparkling on Twitter with the first airing last Tuesday 28 March attracting 5,008 over the course of the day. The popular show was aired over three days live from Australia with Professor Brian Cox and Dara O'Briain glorifying the best night sky views. Tuesday’s show created 2.8M Total impressions on Twitter and had a high average of unique authors (3,215). The series remained in the Top 10 Tweeted shows across the three days.

The show had a male skew on Twitter, with 62% of Tweeters being men, and 38% of Tweeters aged over 50 years. The breath-taking views gained a lot of awe, with Admiration being the top sentiment displayed followed by Joy. The live nature of the show lent itself well to Twitter and top Hashtag was #stargazinglive (52% of all Hashtags) followed by just #stargazing (5%). Professor Brian Cox’s wealth of knowledge continues to be ever popular with his account being the second most mentioned after the show’s own name.

Source : Kantar Media

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