Which #Rio2016 Sports took gold on Twitter in the UK?
We analysed Kantar Twitter TV Ratings data across a key week of the Olympics (9-15 August) to see which ten sports received the most engagement, plus what and who drove that engagement. With a massive 7,861,864 Tweets sent by 1,294,861 Unique Authors across the whole Olympic period, audiences were certainly taking to Twitter to support Team GB and their favourite athletes.
The data revealed a few surprise key influencers across the different sports, with JK Rowling being one of the biggest influencers Tweeting about the Cycling. Her Tweet “Don't you DARE tell me Quidditch is hard to understand #pointsrace #cycling #Olympics” had the most Retweets of any Tweet across the week, with 13,131 Retweets.
Cyclist Chris Hoy was one of the biggest influencers Tweeting about the Rugby, the Rowing, the Football as well as the Cycling, and sports presenter Gary Lineker and comedian John Bishop were among the top influencers Tweeting about gymnastics. Lineker had three of the top five highest ranking Tweets in terms of number of impressions making a total of 1,334,000 impressions.
Marketers running campaigns throughout sporting events can leverage the passion of fans for greater targeting and real-time engagement. View the infographic below for more insights.