Can Social Media Analysis Predict the I’m A Celebrity… 2021 Champion?

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I’m A Celebrity… is back on our screens and is grabbing the UK’s attention again! Last year, ITV made the decision to hold the series in Gwrych Castle in Wales and more than 12 million viewers tuned into the launch show.

The hit series was the most viewed in I’m A Celebrity… Get Me Out of Here history, with 10.7 million people sitting down to watch Giovanna Fletcher crowned as the Queen of the Castle.

The 2020 series was one of the most-tweeted shows of the year too, and that trend looks set to continue.

Mediaworks will analyse a sample of 500 tweets about every celebrity each day to gauge public opinion on the class of 2021. With this data, we can track which of I’m a Celebrity… 2021’s stars are the most popular.

Last year, Mediaworks’ social sentiment analysis correctly the celebrities that would pack their bags through 50% of the eliminations. The data also showed seven out of the nine contestants voted out prior to the final were in the bottom three of the social sentiment on eviction night.

Will the sentiment scores in this year’s competition give us an indication of who will be crowned king or queen of the Gwrych Castle?

Check out the latest Twittersphere reaction for each contestant below—this is updated daily based on the most recent episode. Click on each celebrity to compare their daily sentimental score with the rest of the camp:

*Note: If viewing on a mobile device, please rotate to landscape view for daily sentiment scores

What Is Social Sentiment Analysis?

Social sentiment analysis identifies whether social media posts are positive or negative. Mediaworks will use AI technology to analyse 500 tweets for each I’m a Celebrity… contestant to understand their individual levels of online viewer support. From this, we’ll predict who will be eliminated from the show and who will come out on top.

What Is The Sentiment Score Based On?

The sentiment score evaluates the emotion shown in each tweet and attributes a score to the post, which is then automatically calculated as an average for that day. Individuals can score between -10 (extremely negative) and 10 (extremely positive). We will assign a score for each contestant every day based on new tweets to track the progress of their popularity.

The data presented by Digital Marketing Agency, Mediaworks is a sample and does not reflect the views and opinions of Mediaworks, nor is it representative of the entire population. The data presented is subject to third party machine learning algorithms, as well as human interpretation.


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