TAM Ireland are working with Engager to fully understand the powerful connection between social media audiences and TV programming. There is no doubt that in Ireland, watching TV has always been a social experience. While “watercooler moments” (where those significant moments in TV broadcasting are discussed the next day in the workplace or home) still exist, they have altered slightly. The conversations still happen; however, many of them have moved online. In many ways, social media has become the digital water cooler.
In 2018 to date, some of the top TV programmes in terms of viewing and share, have also staked their claim in the social media realm also.
Average total interactions per episode Feb 5th–April 22nd 2018
Notes: Engager analyse social engagement in terms of likes, comments, shares, and retweets across Facebook and Twitter. Sporting programmes are not included in the analysis
Since monitoring started in February, 9 of the programmes featuring in the Social Top 10 this year to date are Irish, home-produced, entertainment or current affairs programming. The exception here is Derry Girls-a Channel 4 production set in Northern Ireland which has captured the imagination of the viewing public.
Social media isn’t just a second screen for TV watchers; it’s an opportunity for viewers to dive deeper into their favourite TV show. Online response to linear TV peaks as programmes air live, reflecting a show’s popularity among viewers, and also how relevant it is to the audience and how it penetrates popular culture.