#QandA dwarfs reality TV show mentions despite huge audience differences

MKRTen’s I’m a Celebrity Get Me Out of Here is winning the Twitter war against its major rivals, however analysis reveals mentions of the three major reality franchises’ official hashtags were dwarfed by ABC political show Q&A last night.

Whilst the celebrity jungle show saw its audience fall away against its two heavyweight competitors of Seven’s My Kitchen Rules (MKR) and Nine’s The Block Triple Threat last night its viewers were by far the most engaged on Twitter with #Imacelebrityau receiving 3,581 mentions overnight from its 755,000 viewers.

Whilst MKR doubled Celebrity’s audience, with 1.596m overnight metro viewers, its hashtag #MKR2015 was used 7,928 times last night, whilst The Block had just 1,311 mentions on its #theblock handle after pulling 802,000. ABC’s late-night political debate show Q&A had 42,492 mentions on #QandA from 627,000 viewers, according to figures compiled for Mumbrella by social media agency We Are Social.

Overnight ratings data for Monday, February 2. Hashtag tracking via We Are Social

Overnight ratings data for Monday, February 2. Hashtag tracking via We Are Social

When other hashtags used by fans of the shows are added on all three of the commercial networks increased significantly.

When #MKR, #MKR2015, #countrycousins were included the Seven show managed a total of 9,271 mentions. Similarly when expanded out to include #theblock, #theblock2015, #theblockshop, #roomreveals, #triplethreat, Nine’s renovation show had 1,515 mentions in total.

I'm a Celebrity There was more joy for Channel Ten’s  reality reboot of the UK show in the second night of its debut season, which jumped from 3,581 mentions for the #Imacelebrityau hashtag to 48,931 when #Imacelebrityau, #celebchrissie, #celebjoel, #celebmaureen, #celebmerv, #celeblaura are included.

DDB head of social Karalee Evans said the figures were surprising, but added some hashtag confusion through poor social media management may have contributed to the poor performance of the MKR and The Block tags.



“Shows that have multiple hashtag use from its audience, such as #MKR and #Imacelebrityau, are losing out from a dilution of share of conversation influence. One of the reasons behind the volume winner of #QandA is the clarity of the hashtag, and that everyone uses the same tag to join the Twitter conversation”, she said.

Twitter has been aggressively courting TV networks in the last few years as it seeks to find ways to grow its advertising revenue from new sources. This week the social media giant will unveil Twitter TV ratings in partnership with Nielsen, as well as other initiatives to engage with networks.

The company says its data shows the majority of Twitter conversations about TV shows occur during broadcast, making it a powerful second screen promotional opportunity for networks looking to drive engagement, brand awareness; and increased viewers.

This has seen it pitch TV advertising on Twitter to markets as it tries to sell the value of a its audience to TV networks, with its local arm focusing on commercial television content and a partnerships team actively reaching out to commercial networks.

Network Ten said at its upfront presentation last year it was focusing on social media engagement as one of its key metrics for 2015.

Robert Burton-Bradley


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.