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UK Insights

Twitter chat around the National TV Awards

Symran Khangura

Senior Twitter TV Analyst

TV 30.01.2017 / 13:00


Kantar Twitter TV Ratings for the week commencing 23rd January

It was a night to remember on Wednesday 25 January, with all the stars out and shining brightly for the 22nd National Television Awards on ITV - hosted by Dermot O’Leary at The O2 Arena.

An impressive 120,165 UK Tweets were sent about the event for the entire day on Wednesday, with 94,116 UK Tweets sent during the live broadcast window itself. The peak moment on Twitter occurred when the iconic Mary Berry won her award for Best TV Judge on The Great British Bake Off. This moment saw 5,262 Tweets sent in just 4 minutes, with the name ‘Mary’ mentioned nearly 3,000 times.

Just under half of all UK Tweets sent contained Positive Sentiment, with Admiration and Joy being the top two emotions present in Tweets. The broadcast also saw four Unique Twitter Authors Tweeting for every 1000 TV viewers the broadcast received.

Overall, The National Television Awards dominated Twitter TV conversation last week, with Tweets about the show for the whole of Wednesday creating 72.8M Impressions.

Elsewhere, the Winterwatch gang returned to our screens this week for another series of live broadcasts from RSPB Arne, Dorset. Keen wildlife watchers had plenty to be pleased about, with foxes, badgers and birds caught on the Winterwatch cameras.

The launch episode on Monday 23 January was the most socially engaged of the series on Twitter, attracting 4,812 Tweets during its broadcast window and 8,330 Tweets sent for the entire day. The peak moment of interaction for the four-day series occurred during the episode on Thursday 26 January, where viewers were asked to suggest a name for some rather aggressive badger noises the team had caught on tape – causing a peak of 305 Tweets in just two minutes as Tweeters sent in their thoughts.

The series of broadcasts received an average Positive Sentiment of 32.8% from Tweeters, with the show an equal hit between men and women with 50.55% of Tweeters being male and 49.45% being female. This year’s Winterwatch also proved popular among slightly older Tweeters, with 85.6% of Twitter Authors engaging with this series aged over 35.

Overall, Winterwatch was the 9th most-Tweeted programme for the whole week in our 24/7 tracking, receiving over 32,700 Tweets that created 9M Total Impressions.

Source : Kantar Media

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