A look at 2011's X Factor and how it was talked about on Twitter. Which contestants and judges produced the most conversation and how Twitter could predict the winners and losers each week.

1. CONFIDENTIAL
X-Factor 2011 Twitter Insight
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2. Methodology
• We use our social media
monitoring platform,
Testify Live with
Salesforce Radian6, to
monitor UK-based tweets
relating to X Factor, over
each weekend period of
the live shows
• We record these figures
• We search for mentions of after each weekend of
X Factor in various the live shows and can
contexts to get an idea of draw conclusions on
volume and opinion on how opinion and share-
contestants and judges of-conversation changes
week-on-week
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3. Methodology
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4. Tweeting About the X Factor
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5. Total Tweets mentioning X Factor – Weekly
Tweets about X Factor
500000
Number of Tweets
400000
300000
200000
100000
0
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10
• The final was by far the most popular weekend for tweets about the
show, followed by the opening weekend.
• Frankie kept people interested in the show; when he left the show
before Week 6, and after the subsequent interest in who would be
voted back in, interest in the show clearly dropped off in the later
weeks
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6. Tweeting About The Contestants
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7. Top 8 most Tweeted-about acts – Total Series
Total Mentions % of total
• Looking at the total amount
1 144,157 14.03 of tweets about each act
over each weekend, Little
2 136,141 13.25 Mix unsurprisingly finished
as the most discussed act.
3 113,181 11.01 • However Frankie was still
the 2nd most tweeted about
4 109,953 10.70 act despite only being in
half the competition.
5 108,390 10.55 • Kitty & Amelia were only in
the competition for 6 weeks
6 99,747 9.70 each, Kitty was mentioned
more despite Amelia
7 91,732 8.93 making it to the final with
less acts to talk about.
8 55,589 5.41
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8. Most Tweeted-about Act – Total Series
4% 10% • The chart shows the
total Share of Voice for
14%
5% each act over the entire
1%
series based on
mentions on Twitter
2%
each weekend
3%
13%
• It was the female
9% contestants that earned
the most tweets overall,
5% yet Frankie was the 2nd
most tweeted about act
11% overall despite only
11% being in the
11%
competition for 5 weeks
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9. Weekly Tweets mentioning each Act
The Risk 100%
Little Mix
90%
Nu vibe
2 Shoes 80%
Sophie 70%
Amelia
60%
Misha B
Janet 50%
James
40%
Marcus
Craig 30%
Frankie
20%
Jonjo
Sami 10%
Johnny 0%
Kitty Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10
• The graph shows each act’s share of tweets and how they
changed each weekend
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10. Tweeting Who Should Win
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11. % of Tweets mentioning an act to win – Total Series
• The chart shows
Marcus each act’s Share of
26% Voice over the
whole series for
tweets saying they
should win
Little Mix
46%
Janet
3%
Misha B
5%
Amelia
10%
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12. Win % of each act based on Tweets - Weekly
The Risk 100%
Little Mix 90%
Nu vibe 80%
Sophie
70%
Amelia
60%
Misha
50%
Janet
Marcus 40%
Craig 30%
Frankie 20%
Sami
10%
Johnny
0%
Kitty Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 10
Sat Sun
• The graph shows the Share of Tweets each weekend for each act in terms of
tweets saying they should win.
• The girl’s category started off as the strongest contenders, before Little Mix &
Marcus emerged as clear favourites after Week 6.
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13. Weekly Win Percentage Share of Tweets
The table shows the weekly percentage share of tweets that said an act should
win. At least one of the 2 acts that had the fewest share was always in the bottom 2
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Sat Week 10 Sun
Percentage Share of Tweets saying an act should win
Kitty 2.34 4.4 6.20 6.70 4.10 3.70
Johnny 7.3 10 26.60 10.50 6.50
Sami 1.65 2.5 1.20
Jonjo 0.74
Frankie 4.5 4.7 6.50 6.80 7.40
Craig 9.3 8.8 3.80 12.10 14.70 12.80 4.70
Marcus 4.8 6.1 7.00 14.90 31.90 31.80 17.00 34.90 28.90 26.90 28.50
James 2.6
Janet 26 17.8 13.00 6.70 7.60 5.90 3.30 6.10
Misha 19.1 20.3 21.20 11.50 10.10 5.90 5.30 8.80 15.30
Amelia 5.9 25.60 15.20 23.80 19.70 21.60
Sophie 3.8 7.6 6.80 5.20
2 Shoes 1.88
Nu vibe 2.8 1.56
Little Mix 0.62 3 2.70 18.00 10.20 14.30 54.50 26.50 36.10 51.50 71.50
The Risk 6.7 13.2 5.00 7.70 7.50
Bottom 3,
No Public Nu Vibe Sami and Sophie and Kitty and Kitty and Craig and janet and No public
Bottom 2 n/a n/a
vote and Frankie Kitty Misha Johnny and Misha Amelia misha vote
The Risk
Johnny and Little Mix
Eliminated Nu Vibe Sami Sophie Kitty Craig Janet Misha Amelia
The Risk Win
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14. Tweeting About The Judges
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15. Most Tweeted-about Judge – Total Series
26% 24% • Over the 10 weekends, Kelly
was the most discussed
Judge on Twitter, followed
by Tulisa, Louis, and Gary,
who was the least talked
about judge
20%
30% • Kelly’s absence due to
illness in week 4, the
dominance of her girls in the
Total Mentions % of Total early weeks, and Amelia’s
101,288 30.44 comeback towards the end
offer reasons as to why she
86,448 25.98 got people talking the most
78,882 23.71
66,105 19.88
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16. Weekly Tweets mentioning each Judge
100%
Tulisa 90%
80%
70%
Kelly
60%
50%
Gary 40%
30%
20%
Louis
10%
0%
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10
• The graph shows how each judges Share of Tweets changed each weekend
• The spike for Louis in Week 5 was when he was forced to choose between his 2
acts; Kitty & Johnny
• The spike for Kelly in Week 4 was due to her ‘dubious’ absence, and she takes a
larger share in Weeks 8 & 9 when she still had 3 acts remaining
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