The feel good Saturday night series Michael McIntyre’s Big Show has become one of the BBC’s most successful social media campaigns of 2025 as a record-breaking performance for series 9 is confirmed.
The social campaign for the latest series generated a quarter of a billion global media views, marking a 90% increase on Series 8 (132 million) and establishing Series 9 as the strongest-performing Michael McIntyre’s Big Show campaign to date. Growth was driven by significant gains across key platforms, including Facebook (+146%), Instagram (+114%) and TikTok (+52%), setting a new all-time social performance record for Michael McIntyre’s Big Show, underlining the strength of the BBC’s multiplatform social strategy.
- Standout formats from the series generating significant social reach, including Remember Me? (120m), Send to All (24m), Unexpected Star (16m), Midnight Gameshow (14m), and more.
- On the main @BBC TikTok account, the top five posts of the entire 2025/26 financial year all originated from Michael McIntyre’s Big Show Series 9 content.
- Content featuring talent social ‘collaborations’ generated 48 million global views (+17% year-on-year) including ‘collabs’ with Michael McIntyre and series guest stars such as Romesh Ranganathan, Frank Skinner, Dermot O’Leary, Westlife, Joe Marler, Rylan, B*Witched, and more.
- A strategic focus on reposting helped build pre-launch momentum, with clips from Series 7 and 8 delivering nearly 60 million views (24% of total campaign performance). One standout clip – featuring Sam Thompson – generated 15 million views, surpassing its original 2025 release (10 million), highlighting the continued effectiveness of reposting high-performing content.
- 5.4M watched series 9 across iPlayer and broadcast, with iPlayer viewing growing +15% on series 8, with 1.7M watching on iPlayer alone.
Michael McIntyre said: “I am absolutely thrilled by the phenomenal success of Big Show across socials! We’ve had so many viral moments over the years from the Unexpected Stars, Send to Alls, Michelin Mums, Midnight Gameshows – and it’s now great to see our newest item, the heartfelt and hilarious Remember Me?, proving to be such a huge hit.”
Kalpna Patel-Knight, Head of Entertainment at the BBC said: “These fantastic results demonstrate the BBC’s continued commitment to audience-first social opportunities that drive scale, engagement and cultural impact. We are so lucky that Michael and the team at Hungry McBear keep the laughs and surprises coming, which means we can continue to bring unmissable content to audiences where they are so they can come back to iPlayer to watch the full episodes.”
Dam Baldwin, CEO of Hungry Bear said: “Big Show is watched and shared by all ages, all demographics and all backgrounds. These figures reinforce the creativity, scale and sheer shareability of Big Show. It’s one of the UK’s most powerful entertainment brands across socials & iPlayer – Michael continues to connect audiences like no one else”
Michael McIntyre’s Big Show is a Hungry McBear production for BBC One and iPlayer.
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