Bake Off Stirs Up Social Media Chatter

The first episode of The Great British Bake Off, since its move to Channel 4, aired on Tuesday and secured the top spot on both our Broadcast and 24-7 Leaderboards for the day, surpassing Celebrity Island with Bear Grylls, Game of Thrones, and the VMAs. 

New additions Prue Leith, Noel Fielding and Sandi Toksvig joined Paul Hollywood in the Bake Off tent and were received well on Twitter with 15.4%, 30.2%, and 43.1% of Tweets about them classified as purely Positive. Top trending terms on Facebook included ‘cake’, ‘baking’ and ‘eating’, whereas on Twitter ‘GBBO’, ‘bake’ and ‘Mary’ dominated the Tag Cloud. Both platforms saw more interactions from Female users, who contributed 62.6% of activity on Twitter and 81.8% on Facebook.

Aaron Gillies’, under his alias @TechnicallyRon, penned the most Re-Tweeted Tweet, despite interactions from a range of notable Twitter accounts including @Zoella , @Schofe, @Grimmers, and @MrDanWalker. The peak minute occurred at the start of the first advert break, and 15.9% of the 2,293 Tweets posted at 20:17 contained Criticism as viewers reacted to perhaps the biggest difference with the move to Channel 4.

With 159.2K Tweets and 395.5K Facebook Interactions, Bake Off clearly still holds the recipe for success when it comes to generating Social TV chatter!

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