Can Social Media Analysis Predict the I’m a Celebrity … 2022, Champion

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I’m A Celebrity… is back on our screens and we finally make our return to the jungle! Due to COVID-19 travel restrictions, the last two series have been held in Gwrych Castle in Wales but 2022 sees ITV return to Australia!

The hit series is going back down under and sets to be bigger and better than ever!

The 2021 series got us all chatting on social media, and that trend looks ripe to continue.

Mediaworks will analyse a sample of 500 tweets about every celebrity each day to gauge public opinion on the I’m A Celebrity class of 2022. With this data, we can track which of I’m a Celebrity… 2022’s stars are the most popular.

In 2020, Mediaworks’ social sentiment analysis correctly identified 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 Jungle?

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 and human interpretation.


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