London Marathon generates quarter of a million tweets

A total of 236,000 tweets about the London Marathon were sent during Sunday's race on the streets of the UK capital, with #londonmarathon the top hashtag.

Sentiment analysis by Brandwatch found that the tone of tweets was generally positive – of the 63,000 with a tone that was discerned by Brandwatch's analytics to be positive or negative, 87 per cent were deemed positive.

The next most popular hashtag was #oneinamillion – a hashtag set up by the marathon organisers as part of a campaign to celebrate one million runners having completed the course in the event's history - with nearly 12,000 mentions.

Mentions for the marathon peaked at 8am shortly before the race began, with 25,000 mentions, and again at 11am once the race was under way, with 23,000 mentions.

Marathon sponsor Virgin Money was the only brand to reach the top ten of most mentioned tweeters, with 7,000 tweets.

This year's Super Bowl, American football's February season finale, generated a total of 28 million tweets.

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