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What UK consumers are tweeting about TV—and when? Recent research by Kantar Twitter TV Ratings set out to find the answers to such questions. The study tracked 43,500 live UK TV broadcasts between October 2014 and February 2015 and found that 40.5 million tweets were sent about TV during this period by 3.1 million users in the UK; 9 billion impressions were made.
Sports and entertainment programs saw the highest portion of tweets, with respective shares of 42.3% and 38.1%. As such, no other genre even broke 5%.
Kantar found distinct differences between genders when it came to mixing TV and Twitter. UK male Twitter users were far more likely than their female counterparts to tweet about television, at 60.7% vs. 39.3%. And audiences differed greatly for the two most popular genres. Fully 88% of unique UK Twitter users who tweeted about sports programs were male, while females made up 60.7% of entertainment tweeters. Men were more likely than women to tweet about live current affair programs, while women led for every other category.
Simultaneous screen usage is decently high among UK TV viewers—63%, according to 2014 research by TNS and Google. The problem, though, is that the large majority of that activity isn’t related to TV at all; 86% of UK internet users who used the internet while watching TV said it was unrelated. And looking specifically at social TV, Irdeto found in June 2014 that just 13% of UK adults interacted with or discussed programs on social media while watching movies, sports and TV.
eMarketer estimates that there will be 13.1 million UK Twitter users this year, representing 37.5% of social networkers, just over a quarter of internet users and one-fifth of the country’s population. Though tweeting during TV isn’t the norm among this group, brands looking to engage those who do must take note of which program types see the most action—sports and entertainment—and the demographic breakdown of tweeters during various genres.
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