25 Days of Data - Day 15
With the Great British Bake Off back on our screens in a new home, the buzz amongst its many fans has been tangible. And as the show for the first time appears on a commercial channel, brands have been given the opportunity to advertise alongside one of the country’s most beloved programmes. The way we consume and interact with TV content has changed dramatically in recent years, demanding a more sophisticated, holistic approach to advertising and opening the door to brands that lack the financial clout to invest in high value TV sponsorship.
Social media now plays a huge role in how consumers interact with broadcast content. According to our Kantar Social TV Ratings (KSTR) tool, the final episode of this season’s Bake Off generated 39,539 tweets in the UK during the broadcast window alone, creating 22.8m total impressions on Twitter. And that conversation continued well beyond the broadcast itself, with over 77,358 related tweets measured in the week of the finale, driving almost 49 million impressions
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