Eurovision sweeps Twitter, why?

The academic coordinator of the UNIR Advertising Degree, Erika Fernández, has highlighted the “innate” capacity of the Eurovision Song Contest to succeed on Twitter. This Saturday, the Eurovision 2021 gala is held in Rotterdam (Netherlands) with the participation of the Spanish Blas Cantó, who interprets ‘I’m going to stay’.

In its latest edition, the Song Festival registered more than a million ‘tweets’ and more than 211 million impressions, figures that are explained both in the entertainment and in the social consumption of the program.

Fernández, a member of the research group ‘Communication and Digital Society’ of UNIR, has related how Twitter is a social network that, in the face of the fact that audiences say that those that grow the most are those aimed at a young audience, such as Tik Tok or Instagram, «for certain consumptions it is maintained».

“The explanation is found in the social consumption of television,” he said while pointing out how “what the audience is looking for in a certain type of content is not only to see it, but to be able to participate, interact and comment on it live.” It is something “innate to formats like Eurovision” and that “does not make sense, for example, when watching a series that we are going to see whenever we want; it makes sense live.

It is also something that has reinvented televisions and eliminated the Prime Time series, changing them for this type of contest, whether international or national.