The first episode of The Only Way is Essex series 8 aired on ITV2 this weekend 207,000 tweets, over 25,000 more than the first episode of the last series of the reality programme. The transmission prompted 10,000 more people to take to their second screens to talk about the show than episode one of series 7, with almost 120,000 people tweeting about the programme as it aired.
Tweets using the programme’s hash tags accounted for over 80% of the TV related tweets around its transmission and almost half the television tweets for the day. The engagement around the show was helped by posts from verified twitter accounts, including cast members from the programme. The official TOWIE twitter account took questions from fans for cast member Joey Essex at the end of the programme, encouraging fans to carry on conversation around the show. The account also account provided commentary during the show itself, promoting a peak of almost 7,000 tweets about the show per minute.
The Only Way is Essex
This weekend also saw Ant and Dec’s Saturday Night Takeaway return to ITV primetime with a new series, prompting over 134,000 tweets from viewers. The show had tweets from 83,000 viewers, peaking in the first 10 minutes of the programme at 4,000 tweets per minute. Posts from verified accounts including celebrities like Chris Moyles, Emma Bunton and Robbie Williams, who was a guest on the show, helped increased engagement giving the show 60% of TV related tweets during it’s broadcast.
Ant and Dec’s Saturday Night Takeaway
by Kirsten Williams