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UK Insights

Record number of UK Tweets around The Superbowl

Symran Khangura

Senior Twitter TV Analyst

TV 06.02.2017 / 13:00

superbowl17

Kantar Twitter TV Ratings for the week commencing 30th January

Superbowl Sunday 05 February saw BBC1 broadcast this year’s Superbowl between the New England Patriots and Atlanta Falcons live in the early hours – but the unsociable timing certainly didn’t stop UK Twitter from having plenty to say about the proceedings. American Football's biggest event generated over 300,000 Tweets from over 90,150 Unique Authors, and created 71.5M Total Impressions on Twitter.

The Patriots were the most-mentioned team with over 57.5K Tweets mentioning them, with the Falcons mentioned 33.5K times. It was a similar story for the teams’ official Twitter handles, with @Patriots receiving 11.5K mentions and @AtlantaFalcons mentioned 6.8K times. The peak moment of the broadcast came at the climax of the game, when Patriots quarterback Tom Brady sealed victory for the team, after an amazing comeback from a 25-point deficit for the Patriots. This moment saw 4,351 Tweets sent in just one minute, with Admiration and Joy the top two emotions present in Tweets. Also named the game’s MVP, "Brady" was mentioned over 29K times in UK Tweets about the event.

Half-time performer Lady Gaga also generated a lot of UK Twitter conversation, with her handle the most-mentioned throughout the proceedings – even ahead of the official NFL Twitter handle, with 15K and 11.6K mentions respectively.  Overall, Tweets about the Superbowl were 23.5% Positive, with the game dominating an impressive 46.6% of UK Twitter activity for the whole day.

Elsewhere, after a dramatic and entertaining 32 days, it was time to say goodbye to the Celebrity Big Brother housemates of 2017. The finale, on Friday 03 February, generated over 100,000 Tweets for the whole day, with 80,509 Tweets sent during the two-hour broadcast window.

The most-Tweeted moment of the Live Final was when Loose Woman star Coleen Nolan was announced the winner of this year’s series, and pop duo Jedward were announced as runners up. An impressive 3,525 Tweets were sent in a single minute at the announcement – however Criticism proved the most prevalent emotion at this announcement, with Criticism present in over a quarter of these Tweets. Despite Coleen Nolan being crowned this year’s winner, it seems Jedward fans remained particularly vocal on Twitter, with the hashtag #JedwardToWin the third most-mentioned hashtag for the whole broadcast.

Female Tweeters dominated the Social TV conversation for the CBB final with 64% off Tweeters being women and 36% men. This episode of Celebrity Big Brother had a strong level of Social TV engagement, with 8.5 Unique Authors Tweeting for every Thousand Viewers the broadcast received. The finale episode received a 35% share of Social TV conversation for Friday, and was the second most-Tweeted episode of the whole series, after only the live launch.

Source : Kantar Media

Editor's Notes

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Image: BBC

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