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The close relationship between Twitter and television
2019-05-22

The impact of the content generated by social media, whether intentionally or not, currently moves impressive figures. The media, aware of this, uses it as a fundamental part of marketing strategies.

According to the Social Media Trends 2019 study by Kantar Media , 40% of the world population uses social media investing in them an average of two hours a day. In Spain, these platforms are still the favorite media, by the audience, to share opinions on television content.

118 million tweets related to TV programs in Spain, is the figure registered by Social TV, Social Instar (official metric) during 2018. These tweets were published by about 3 million authors reflecting this in a total of 29.175.014.591 impressions, figures that almost double those of 2017.

The genre that leads the Social TV is the news that doubles both the number of tweets and impressions of the Social TV average throughout the year. The number of tweets related to news programs in 2018 had an average of 539, while for the rest of the Social TV was 242. If we take into account the number of impressions, the average of the Social TV for news was 91.262, while the overall average was around 60.000.

In addition to the data collected by the study, we cannot fail to mention extremely recent and impressive data such as the final season of 'Game of Thrones', which according to data published by Twitter, informs us that the television series has left a monumental impact on the social network, so far in 2019, about 100 million tweets have been generated. Among the countries that top the list where this television series was discussed in social media are: United States, followed by Brazil, the United Kingdom, France and Spain.

Another recent event that has also generated important figures is the Eurovision Festival that, according to figures recently shared by Kantar, produced more than 1 million tweets from more than 240.000 authors who shared their opinions about the Festival, generating a total of 211.878.564 impressions.

This phenomenon opens up new and exciting opportunities for advertisers / companies through TV to generate engagement with the audience.

For agencies, advertisers and the media, understanding this scenario that is changing and advancing really fast, represents a huge challenge in order to propose agile strategies that achieve the desired impact in the social media world.

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