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UK Insights

Hairspray Live! wins the hearts of women on Twitter

Symran Khangura

Senior Twitter TV Analyst

TV 12.12.2016 / 17:00

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Kantar Twitter TV Ratings for the week commencing 05th December

NBC’s Hairspray Live, starring the talents of Kristin Chenoweth, Jennifer Hudson, Ariana Grande and newcomer Maddie Baillio, was broadcast for its UK fans on ITV2 this week. The special musical event caused quite the song and dance on Twitter, scoring the top spot on both our 24/7 and broadcast Leaderboards for Friday 09 December.

The live musical extravaganza attracted over 18,100 UK Tweets during is broadcast window from over 8,050 Unique Twitter Authors, with Tweets sent about the show creating 3 Million Total Impressions. Tweeters seemed impressed with the live musical, with the broadcast receiving 40.8% Positive Sentiment - and Admiration and Joy being amongst the top emotions present in Tweets.

Tweeters of the event were mostly female, with 73% of Tweets originating from women, with Hairspray Live also proving a hit among younger Tweeters with over 60% of Tweets originating from users aged between 13 and 24. The show attracted a strong Social TV audience, with 5.4 Unique Authors Tweeting for every 1000 TV viewers.

Overall, Hairspray Live attracted 21,131 Total UK Tweets from 9,339 Unique Authors for the whole of Friday’s tracking, which created over 3.3 Million Total Impressions on Twitter.

Source : Kantar Media

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