Kantar Media has revealed some of 2016’s most-discussed TV shows on social media in markets including Spain, the UK, Turkey, Brazil and the Philippines.
The Kantar Twitter TV Ratings report reveals that broadcasts including the Eurovision Song Content in Spain and The Brit Awards in the UK continue to drive social conversation.
In Spain, the Eurovision Song Content drove 18,000 tweets in a single minute at 12:39am when the winner of the competition – Ukraine – was announced. Over 1.8 million tweets were sent in total during the broadcast.
In the UK, The Brit Awards – a ceremony honouring the biggest artists in popular music – drove 1.1 million tweets, with a peak of 17,000 within a minute when singer Adele made a speech.
Soccer magazine show Beyaz/Derin Futbol topped the social TV rankings in Turkey, after one of the guests made a joke about the Icelandic football team – which went on to defeat Turkey that evening.
The final of Masterchef Brasil drove significant social conversation in that market, with nearly 1.5 million tweets sent, and a peak of 53,000 tweets in a minute when the winner was announced.
Finally, in the Philippines, noon-time variety show Eat Bulaga prompted over two million tweets to be sent about the anniversary of an onscreen romance between two cast members.
“This data from our Kantar Twitter TV Ratings tool demonstrates that, although television is still the dominant medium, it doesn’t exist in isolation. TV content is consumed and interacted with across channels – particularly on social media,” said Carlos Sánchez, global director, social TV, at Kantar Media.
“Brands that monitor and understand the social reaction to their broadcast campaigns gain significant and valuable insight into the conversation that consumers are having about them online.
“In 2017, we expect to see more of the industry adopting a holistic approach to planning and measuring strategies, which reflects the diverse ways that audiences engage with today’s media landscape.”