The Made in Chelsea crew returned for series three with a splash last night. The show scored a respectable 559,000 viewers in the overnights for E4, but it was on Twitter that the structured reality show really shone – garnering a whopping 86,000 mentions while the programme was on air.
To put this social media achievement in perspective, the next most tweeted about show last night was James Martin: Sweet, which clocked up just 32,000 mentions, while BBC1 flagship soap EastEnders could only manage 7,000 related tweets.
According to data supplied to RadioTimes.com by TellyBug.com, the most talked about character in the show was Caggie Dunlop, followed closely by her will-they-won't-they love interest Spencer Matthews.
Perhaps surprisingly, the most retweeted message of the night came from former TOWIE star Mark Wright, who since leaving the ITV2 series appears to have softened to Essex’s rival. His simple tweet, posted a minute before the show began, proved a hit with the kids. It read: “Made in Chelsea it is then !!” They retweeted his wisdom by the bucketload.
But even with “Essex’s top boy” on board, Made in Chelsea could not achieve the Twitter buzz that TOWIE enjoyed when its fourth season hit the airwaves earlier in the year, attracting 160,000 mentions on its opening night.
Nor could Chelsea challenge The Apprentice’s 146,000 tweets on Lord Sugar's return, or the might of the spring talent shows in the shape of The Voice (131k) and Britain’s Got Talent (181k). However, with the E4 series enjoying only a fraction of the TV audience of these enormous properties, it's all the more impressive that Made in Chelsea is the talk of the (virtual) town. Made in Chelsea is on Mondays at 10pm on E4