Twitter as a TV driver continues to prove itself, as the past TV season saw big moments turn into thousands of messages on Twitter within seconds, with the energy of engaged fan bases, the influence of programme stars and press, and the creativity of advertisers amplifying posts to millions of people via the social service.

According to Nielsen Social, Breaking Bad on AMC led the pack, setting the record for the reach of a single airing as well as average over time. Tweets about the series finale on 29 September 2013 reached 9.1 million people across the night. The cast was a big part of the conversation, as 51,000 Tweets mentioned @aaronpaul_8 and 19,000 tweets mentioned @BryanCranston.