New mainstream entertainment dominates UK social TV

Editor | 03-09-2013

New entertainment programmes on the leading commercial channels are driving TV-related Twitter activity in the UK according to data released by SecondSync.

The provider of social analytics for TV found that such programmes occupied six spots out of the Top Ten for 30 and 31 August 2013, with the much-awaited return of X Factor dominating Twitter leaderboards.
The Saturday show generated 552,000 tweets; a 25% increase in comparison to last year’s first episode of the series. The programme also got users to take to their second screens with half of tweets coming from iPhones. The analyst found that engagement levels reached a peak of 13,504 tweets per minute and the @TheXFactor account produced the most re-tweeted posts generating 5,873 tweets. The second episode on 1 September generated over 200,000 tweets.
Another new entertainment programme launch, Through the Keyhole, secured third place on the Saturday leaderboard with 20,000 tweets as well as the brand new celebrity dance show, Stepping Out, which saw 11,000 tweets.
The new series of Celebrity Juice produced 46,473 tweetsfrom 34,000 individual Twitter users with 5,000 tweets appearing 30 minutes before the show was broadcast. Tweets peaked at 2,318 per minute and averaged at 735 a minute.