Love Island dominates TV show social engagement in 2018

Reality TV has driven the highest level of social media engagement amongst TV content in the UK this year, followed by current affairs output. Insights from Kantar Media’s Kantar Social TV Ratings reveal Love Island was the most talked about TV series on Twitter in 2018 by some distance, generating well over twice as many tweets as its closest rival.

Beyond Love Island, the rest of the top five TV series were all current-affairs related and included Question Time, Good Morning Britain and Andrew Marr.

Top most tweeted-about TV series (Dec 2017-Nov 2018)

Love Island also dominated the individual broadcast programmes list, with the launch episode in third place, beaten only by The Eurovision Song Contest and The Brit Awards.

Top most tweeted-about broadcast moments (Dec 2017-Nov 2018)

Love Island sponsor sees strongest brand synergy

Love Island sponsor and clothes brand Missguided saw the greatest brand synergy with the show on Twitter, with 15,000 Love Island-related tweets also mentioning this brand. Missguided was also popular across Instagram, forums and blog posts about Love Island, accounting for 56% of all brand mentions.

Prominent new drama series fail to make huge social engagement impact

A large number of new prominent drama series were broadcast in 2018 - including The Bodyguard and Informer - alongside fresh series of existing established shows, such as Doctor Who. However, popular though they may have been, few saw major Twitter engagement, with the exception of Doctor Who.

 

Kantar Social TV Ratings are the official industry metric for broadcasters, agencies and advertisers to understand how audiences engage with TV programmes on Twitter. For more, see related content in panel on right.

 



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