Who Won the Wednesday Night Social TV Battle?

The Apprentice Big Dawg boardroom

I’m A Celebrity head-to-head with The Apprentice


It was the battle of the top reality shows on Wednesday night.

The BBC’s The Apprentice went up against the new season of ITV’s I’m A Celebrity Get Me Out Of Here.

The Apprentice Big Dawg boardroom

According to the Kantar Twitter TV Ratings, Celebrity won and by a considerable margin.

I’m A Celebrity had 102,800 tweets from 67,400 unique authors, with the tweets generating 24.9m impressions for a Twitter audience of 1.7m individuals.

The Apprentice had 61,200 tweets from 28,800 unique authors, with the tweets creating 10.4m impressions for a Twitter audience of 1.2m individuals.

The-Apprentice-Big-Dawg-trendingHowever, that was far from the whole story.

The Apprentice still managed to hit top place in Twitter Trending and with a viewer-generated trend rather than the official #TheApprentice hashtag.

The Apprentice airs from 9pm to 10pm on BBC1 and its talk show The Apprentice: You’re Fired, from 10pm to 10.30pm on BBC 2. I’m A Celebrity airs on ITV for a straight 90 minutes, from 9pm to 10.30pm.

At 10.30pm, the Twitter Top Trends showed The Apprentice taking first and last place, with I’m A Celebrity’s official hashtag and its celebrities in between.


Top Trending spot went to The Apprentice’s “Big Dawg.”

This was the laughably over-Americanized name which one Apprentice team gave to their flavoured water product. It was eagerly taken up and tweeted by both disbelieving viewers and online media such as the Digital Spy TV blog.

The Apprentice Big Dawg tweets


Meanwhile, the BBC’s social media team for The Apprentice kept up a steady stream of caption photos and Vine videos from the show, live as the storyline unfolded.

On Twitter, the most popular content was Lord Sugar’s quote “You made the Piers Morgan of drinks,” with 2,800 retweets and 2,600 favourites.

The Apprentice Piers Morgan


Big Dawg was the top content on the show’s official Facebook page, with a Big Dawg quote from hapless contestant James Hill gaining 5,787 Likes.

The Apprentice Big Dawg Facebook


I’m A Celebrity’s Facebook page indicted that viewers are looking forward to two new contestants joining the show, ex-MP Edwina Currie and Jake Quickenden, who has until recently been competing on The X Factor. The announcement gained 16,625 Likes, 6,051 shares and 3,836 comments in just its first 12 hours.

Im A Celebrity Currie and Quickenden