29 January 2014
An analysis of how My Kitchen Rules, The Block: Fans v Faves and The Biggest Loser performed on Twitter has pinpointed the areas of interest for viewers in a graph that shows the shows’ performance in the OzTam ratings has been reflected in social media.
While My Kitchen Rules won over the largest audience, with some 1.6m viewers for the first episode on Seven in the 7.30pm timeslot on Monday, research by QUT’s Centre for Creative Industries and Innovation shows My Kitchen Rules (MKR) was not only the most-watched, but also the show most engaged with on social media.
“Our Twitter excitement index shows people are engaging with the content because something is provoking a large group of people to tweet at the same time,” said Darryl Woodford, a postdoctoral research fellow with the Centre.
“It gives the networks a raft of information and gives them the ability to see which particular moments of the show people connect with, and whether they were excited or annoyed by it.”
As the three shows ranked first, second and third in the timeslot on Monday, they also ranked in that order according to Twitter activity.
Data collected by Woodford and his colleague Kate Guy shows the first episode of MKR generated 67.8 per cent of activity from unique tweeters, compared with 26.5 per cent for Nine’s The Block and 5.7 per cent for The Biggest Loser on Ten.
Woodford said this correlates with the OzTam ratings as My Kitchen Rules appeared to hold 60 per cent of metro viewers while The Block had 27 per cent and The Biggest Loser had 13 per cent of the audience at 7.30pm.