Game of Thrones online engagement

The premiere episode of the final season of Game of Thrones came with high expectations and a lot of excitement by those in the UK, after a long 18-month wait. Did it live up to the hype? We look at the online news coverage and the Twitter activity around the first episode.

Using our Live Search data, part of our Reputation Intelligence offering, which looks back at 12 months of historical online news articles, we can see how the online media built up to and reacted to Game of Thrones. Between Saturday 13th April to Tuesday 16th April there were more than 2,500 articles mentioning Game of Thrones online in the UK.

Monday 15th, the day the episode aired in the UK, was the busiest day with 1,091 articles posted, but Tuesday was also very popular with over 600 articles. We can also see a steady rise in the period leading up to the episode.

When looking at how the audience interacted with the show on Twitter, our Kantar Social TV Ratings (KSTR) reveals that 146,000 tweets were sent in the UK between 6am Monday 15th to 6am Tuesday 16th April. Drilling down even further into this data, Game of Thrones was the most tweeted about programme during all of Monday’s broadcasts.

The broadcast window captures tweets sent between 30 minutes before and after a show airs. During this time (8.30pm – 10.24pm) almost 22,000 tweets were sent. The closest broadcast to this was the re-run of Game of Thrones later in the night on Sky Atlantic, prompting 11,500 tweets.

Of the 22,000 tweets sent during the first main UK broadcast on Monday night, 26.5% contained video and 23% contained photos. #gameofthrones was by far the most used hashtag, being used in 40% of all UK broadcast tweets.

One of Capital’s tweets received the highest number of retweets during the broadcast with a clever pun around boyband One Direction, which received almost 2,000 retweets in the 2 hour window.

Find out more about how our Reputation Intelligence and TV social ratings products can help you.

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