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UK Insights

The public reaction to Great British Bake Off 2017

Kirsty Cooke

Head of Digital Content, UK

TV 07.11.2017 / 10:00

cupcakes

The latest series of GBBO was very popular on social media… but is it making us bake at home?

It’s over! The quintessentially British TV show managed to survive its move to Channel 4, the introduction of new hosts and judges, the addition of ad breaks and a Twitter slip-up that slightly spoiled the surprise. Indeed, it received a massive 885,400 Tweets over the series.

According to Kantar Media, the show was the most talked about on social media since 29 August, with a spike in conversations occurring when competitor profiles were released on 22 August. 



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The first episode holds first place with the biggest Broadcast Window Total for Tweets, across all UK shows since the beginning of August. Most people were comparing it to the BBC format – mentions of Mary, Mel and Sue were high. The first advert break saw 6300 related Tweets published, with roughly as many people criticising the inclusion of adverts as people admiring the change.

Across the series, Noel Fielding received 44.0K mentions, but Mary Berry was the second most mentioned, appearing in 34,500 Tweets – despite not being part of the show any longer. Mary’s replacement, Prue Leith, accidentally revealed the winner early on Twitter – meaning ‘Prue’ featured in more than 20% of related Tweets on the day of the final. More than 777,000 fans saw her apology Tweet. This incident may have been the cause of a dip in activity during the final – just 39,400 Tweets were posted during the Broadcast Window. The moment when Sophie Faldo was announced as The Great British Bake Off winner was the point when the most Tweets were posted, although her handle was only used in 2.3% of these Tweets.

Sophie -faldo

In recent years, The Great British Bake Off may have dominated Social TV discussions, but the impact on the grocery market has largely tailed off. Based on Kantar Worldpanel data from earlier this year, £26.8m less was spent on baking ingredients year-on-year (52 w/e 26 March 2017). However, the new format (sponsored by Tate + Lyle and Dr Oetker) may have boosted the popularity of home baking products. Both brands say the results have been positive for them. And, taking a topline look at the Homebaking category, Kantar Worldpanel has seen value growth on 52, 12 and 4we time periods (up to 8th Oct 17).

Tom Steel, Client Manager at Kantar Worldpanel, says: ‘In terms of what is driving this, fundamentally it is price increases in the market as we see a return to grocery inflation, so it's not led by Bake Off. However, what is interesting to see across 4 and 12we data is shopper growth, which we can attribute to the impact of Bake Off. More people are buying products from the category. Also, overall volume is up 4 and 12we, which suggests more home baking is happening!’

Source : Kantar Media, Kantar Worldpanel

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