Pechino Express 3: the most social program on Italian TV

The third edition of Pechino Express, Rai2’s flagship program, ended last night with the victory of #coinquilini.
A success with audiences and ratings, which testifies to how the use of social networks is vital these days. Capturing attention with engaging content and grabbing the attention of viewers aged 15-24, in fact, is almost a herculean undertaking. Not for Pechino Express, which boasts the most engaged audience on Italian television, that is, the one with the most interaction on social networks, second only to the eighth edition of X-Factor.

A cast that lends itself to viral commentary, a host who “fits in“, a new and fresh narrative formula are the ingredients of the success of Beijing Express 3, which boasts a Twitter audience of over 10,000 viewers, with an average of 40,000 tweets produced, managing to grab an audience of graduates (over 11% of viewers) who usually deliberately snub the small screen and especially of young people (over 12% share), producing as many as 90,000 readers of the speeches generated in the social network before, after and during the broadcast.

(All data via Corriere della Sera)