The 2014 Brit Awards received 4 million tweets during a three-hour window between 7:30pm and 10:30pm last night, more than doubling the show's previous record and smashing benchmarks set by The X Factor and Comic Relief.
The live music awards ceremony was tweeted about a total of 4,147,936 times during the period, according to figures provided by social media analysts Second Sync.
That makes The Brits the most tweeted about non-sports TV programme ever in Britain, a title previously held by BBC charity event Comic Relief with 1.5 million tweets.
The show drew a peak Tweets Per Minute (TPM) rate of 78,976, compared with The X Factor’s previous record of 49,000, and an average TPM of 27,268, more than twice the previous high of 12,000 TPM, which was also set by the ITV talent show.
Those figures are in part down to the fact that, for the first time, one award was decided by a public Twitter vote, with each nominee assigned their own hashtag.
There were over 2 million tweets about the social media vote to decide the best music video, with dedicated One Direction fans landing the gong for the boy band for their hit Best Song Ever. Meanwhile, a thank you message from 1D's Harry Styles became the most retweeted post of the evening.
It was a night of celebration too for double winners Arctic Monkeys, along with David Bowie, Ellie Goudling, Bastille and Lorde, and a farewell for five-times host James Corden.