Over the 12 months between December 1, 2017 and November 30, 2018 Kantar recorded a total of 75 million Tweets, resulting in 28 billion overall impressions. Entertainment programmes are the most tweeted about on the whole, attracting 32 million Tweets during the period, followed by drama (20 million) and current affairs (13 million).
Three-quarters of all TV-related Twitter activity during the year-long period occurred outside of broadcast windows, amounting to 17 billion impressions and 99 million likes.
Love Island was the most talked about television series on Twitter in 2018, with a total of 6.3m Tweets, 18m likes and just under 60% of all interactions taking the form of retweets.
According to additional insights, taken from Kantar Media’s TGI consumer survey, one million adults agree with the statement: ‘I specially choose’ to watch Love Island, 74% of whom are women. The programme is particularly popular amongst those who are young and without children as well as parents with young children. Two extremes of the country find Love Island particularly compelling, with those in the North East 31% more likely to be fans and those in the South West 34% more likely to be fans.
Andy Brown, Global CEO, Kantar Media UK & Ireland, commented: “What is truly interesting is the way in which our data highlights the strong attachment consumers have with their favourite television programmes, even outside of the broadcast window. More than ever, consumers are using social media to communicate about television programmes at a time that suits them.”
The remainder of the top five television series on Twitter list was made up by current affairs programmes, including Question Time (with 2.5m Tweets), Good Morning Britain (1.8m) and The Andrew Marr Show (1.6m). Daily Politics (1.5m Tweets) came in sixth, just behind Doctor Who.