INSIGHT
Figure 4: Topic cloud showing breakdown of 700
negative tweets
beat BritainAtTheBookies
free can of coke
one day
industry BritainAtTheBookies
free bets
TV
Disgusting
roulette machines
Steve
FOBTs
Britain at the Bookies
piece of shit
Shame
betting shops
BBC1
BBC
great night
Steve Palmer
problem gambling
Coral
seven year old
Figure 6: Viewer sentiment during final episode
12%
6%
Trust
Betfair
8%
Betfred
6%
watching this BritainAtTheBookies
Coral
britainatthebookies coral
IRRESPONSIBLE
coral britainatthebookies
gambling addict
Figure 5: Criticism of Coral from Twitter-sphere
18%
BBC 1
Ladbrokes
Paddy Power
problem gamblers
gambling industry
William Hill
BritainAtTheBookies Steve
49%
Figure 7: Mentions of specific bookmakers in relation to Britain at the Bookies
Negative
Neutral
Positive
Mention Volume
60
40
20
0
20:05
20:00
20:10
20:15
20:20
20:25
20:30
20:35
20:40
Figure 8: Main interests of Britain at the Bookies
viewers
Sport
20:50
20:55
21:00
21:05
Journalist
107
21%
281
9%
Artist
79
16%
Family & Parenting
249
8%
Executive
71
14%
Animals & Pets
247
8%
Student
70
14%
Music
195
6%
Sportpersons & Trainer
43
8%
Food & Drinks
184
6%
Sales/Marketing/PR
35
7%
Books
177
5%
Scientist & Researcher
26
5%
Business
137
4%
Teacher & Lecturer
23
5%
Beauty/Health & Fitness
96
3%
Legal
23
5%
TV
88
3%
Software developer & IT
12
2%
1130 35%
iGB Affiliate Issue 52 AUG/SEP 2015
21:10
21:15
21:20
21:25
21:30
Figure 9: Occupations of Britain at the Bookies
viewers
Automotive
Many similar tweets were posted from
bodies like @TheGraspGroup, a charity
set up to raise awareness of problem
gambling. A topic cloud summing up these
700 negative tweets clearly shows problem
gambling, FOBTs and gambling addiction
as key topics (see Figure 4).
As expected Coral took some heavy
criticism from the Twitter universe (see
Figure 5).
The graph in Figure 6 shows that overall
viewer sentiment towards Coral and the
industry was negative throughout the final
episode, a trend that was also apparent
throughout the first two.
56
20:45
Bookmakers
Since the show featured Coral, it was no
surprise that tweets including mentions of
specific bookmakers saw Coral dominate
the share-of-voice compared to its main
competitors Betfair, Betfred, Ladbrokes,
Paddy Power and William Hill (see Figure 7).
Demographics
Where demographic Twitter data was
available, we managed to identify sports, cars
and family as the top interests by the people
tweeting about the show (see Figure 8).
Looking at their Twitter biographies,
we can see that journalists, artists and
company executives were over-represented,
closely followed by people involved in
sports, sales, marketing and public relations
(see Figure 9).
With over a decade in
the iGaming space and
his background as Head
of Social at Betclic Everest
Group, JOAKIM NILSSON
heads up the iGB Social Monitor
solution, the industry’s first tailored and
fully managed social media monitoring
and analytics solution for iGaming.