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UK Insights

Tweets about the British Grand Prix up on last year

Aidan Golds

Marketing Executive, UK & Ireland

Social 11.07.2018 / 11:00

lewis-hamilton

Kantar Media finds that more users are engaged with F1, but the content of the posts are changing...

The British Grand Prix on Sunday provided an electrifying race full of drama, from a Hamilton crash forcing him off the track during the first lap, to arguments between Ferrari and Mercedes. But was it more engaging than last year? Using Kantar Social TV Ratings (KSTR) data, we can look at the social engagement during the 2017 season and how that compares to this season’s equivalent.

When we compare the total number of Tweets, there has been a slight increase of just over 10% in Tweets – 243k in 2018 vs 219,200 in 2017. Unique authors increased from 72,500 to 81,900. This uplift created a higher number of impressions, as F1 overall becomes more engaging to social media audiences.

Strangely, despite the increase in Tweets, there has been a huge decrease in the Tweets coming from the UK (26.3k last year vs 25k in 2017). More Tweets are now coming from Spain and the Netherlands.

Even though the top hashtag is still #britishgp, this has been Tweeted less frequently (98,868 mentions this year compared to 117,871 in 2017), with #f1, #seb5 and #kimi7 appearing more frequently. While @f1 is still the most mentioned account (at 35,792), @scuderiaferrari is now mentioned more (19,046) than Lewis Hamilton (13,819) and @mercedesamgf1 (9,077).

For more insights and stats on this, visit the Kantar Media blog.

Source : Kantar Media

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