And as we’ve come to expect from social media users, 80% of this chatter comes from a mobile device.
It’s worth pointing out that this report was published by Facebook in partnership with SecondSync, so there are clearly some vested interests to be aware of, however the analysis does seem to hold water.
A minute-by-minute breakdown of aggregated TV-related Facebook interactions shows that the majority of activity happens during the show and there are peaks of activity that map directly to key events in the telecast.
These graphs show how people reacted to an NFL playoff game and the X Factor UK final.
A separate report on Twitter usage, which was also published in partnership with SecondSync, reveals similar peaks in tweets during TV shows.
In 2012 The X Factor drove more than 14m tweets throughout the entire series, with 1.12m coming during the final show.
The eventual winner, James Arthur, was mentioned 387,000 times compared to 86,000 mentions for Jahmene Douglas.
Spikes in Twitter activity during X Factor 2012 final
Types of engagement
Looking at the types of interactions that take place on Facebook, ‘likes’ are easily the most common form of activity followed by comments. This is to be expected as ‘likes’ are the easiest and most non-committal form of interaction that it’s possible to do.
This chart shows how interactions were spread across The Sound of Music Live TV show:
The report is based on analysis of anonymised data collected from a range of relevant search terms. Download the report for the full methodology and results.