Reality TV has driven the highest level of social media engagement over the past year, according to Kantar Media research into engagement amongst UK viewers.
Analysis of 75 million tweets in 2018 found that entertainment programmes are the most tweeted about (32 million tweets), followed by drama (20 million) and current affairs (13 million).
Kantar Media’s data revealed that Love Island was the most talked about TV series of 2018, with a total of 6.3 million tweets.
This was followed by Question Time (2.5 million tweets), Good Morning Britain (1.8 million) and The Andrew Marr Show (1.6 million).
Kantar Media UK & Ireland global CEO Andy Brown said: “What is truly interesting is the way in which our data highlights the strong attachment consumers have with their favourite television programmes, even outside of the broadcast window.
“More than ever, consumers are using social media to communicate about television programmes at a time that suits them. For brands and advertisers, this serves to reiterate the opportunity offered by multi-channel engagement and the need for a connected intelligence approach to measure its impact; using social media platforms to become a part of the conversations they know their audiences are already having, at the right time and in the right place,” he added.