Audiencias televisivas y líderes de opinión en Twitter. Caso de estudio: El Barco

Our research is based a study that was carried out to measure audience tracking on TV by using Twitter. We started from models previously used by authors and researchers to predict the outcome of political elections. We also propose an analysis and study methodology for the topology of the new thought leaders in Twitter who arise in the social audiences setting. In order to create this paper, we chose to analyze chapter 26 of the Spanish ‘El barco’. It is the first one to make use of a 360o marketing campaign as well as an independent campaign on Twitter. ‘El barco’ is one of the series with the broadest audience comprised by digital natives. This fact allows us to accurately encompass its viewers as part of the creative audiences community.