SPOTY Surprise Secures Serious Engagement!
Celebrating a year of phenomenal sporting achievement, this year's SPOTY maintained high levels of engagement throughout the dramatic events of the week leading up to it, and fuelled by the surprise win by Sir Mo Farrah.
Almost a third of the 102.3K Tweets posted about the SPOTYs were sent during the broadcast window, helping the award show to secure top place on both the Broadcast and 24-7 Leaderboard across the entire week. The peak minute of activity came at 21:08, driven by the surprise victory against bookies' favourite Anthony Joshua, and the technological glitches of the live stream.
Honored posthumously with the Helen Rollason award, Bradley Lowrey was the most mentioned individual on Twitter. Over 12.3K emotionally charged Tweets were posted about the 6 year old Sunderland fan, with 35.8% of these containing 'Admiration' both for Bradley and his parents as they accepted the award.
Averaging an engagement rate of 3.6 Tweeters per 1.0K viewers, the SPOTY awards was the fourth most engaged broadcast last week, as people enjoyed celebrating their favourite moments from the year in sport together.
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