Analysis of tweets around the recent X Factor UK final reveals that real-time social networks can provide extremely accurate measures of consumer opinion, with Little Mix driving more engagement than either Marcus or Amelia Lily.
The UK X Factor final recently released the latest reality TV pop stars into the music industry, with Little Mix now in the running for Christmas number one. Beating Marcus Collins and Amelia Lily, Little Mix are the first group to win the competition.
With an increasing number of consumers engaging in multi-screen viewing, real-time online reaction to entertainment shows like the X Factor can give a useful barometer of consumer opinion. Analysis of tweets around Saturday’s show reveals that Little Mix consistently drove more online discussion than either Marcus or Amelia Lily. It also reveals a startling correlation between share of online discussion and share of the telephone vote. Further Twitter analysis reveals that the JLS and One Direction guest slot engaged viewers the most, with Leona Lewis and Michael Bublé in second and third place respectively.
Per-minute analysis reveals how engaged viewers are with each performance during the show:
1. Show begins with judges and acts introduced. A large peak in general X Factor discussion occurs, but fewer viewers focus explicitly on the contestants
2. Acts perform their first song, which prompts peaks in discussion for each act. Little Mix drive the highest volume of discussion around their first performance, with Amelia Lily stimulating less discussion
3. One Direction and JLS perform, prompting a peak in overall X Factor discussion
4. The acts perform a second time, which again prompts discussion around each respective contestant. Marcus engages consumers less with his second performance, while Amelia Lily drives a bigger peak in discussion second time around. Little Mix continue to lead discussion though, reflecting their popularity
5. Leona Lewis performs, which drives a lower peak in discussion than One Direction and JLS’ earlier slot
6. Michael Bublé performs, but does not drive the engagement levels seen around Leona or the earlier JLS/One Direction collaboration
7. Amelia Lily is eliminated at the end of the show, which prompts the biggest surge in engagement. Interestingly, Little Mix still drive the most act-specific discussion at this stage
Analysis of overall proportions of tweets closely mirrors the Saturday vote share:
- Closer analysis of tweets during Saturday’s show reveals a close correlation with the telephone vote share: Little Mix, who went on to win the show on Sunday, drive the most discussion, with Amelia Lily in third place. This order is mirrored by the telephone vote, suggesting Twitter is a useful tool for measuring and predicting consumer opinion
Be the first to comment