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Sky’s Group Chat Study

PR Campaign
Wednesday 4th November, 2026

Sky commissioned a study into how group chats shape social life in Britain. It found people message an average of 151 group chats a year, while nearly half have plans that never make it out of the chat—turning a familiar social frustration into a news-friendly set of figures.

Why it worked: It quantified a universal modern annoyance—plans dying in the group chat—with crisp, relatable stats and an age-split that fuels headlines.

The lesson: Consider surveying a common social friction, then publish one jaw-drop stat plus a generational split and a simple behaviour ranking.

Sky
2 Sources:

Coverage over time

How this story spread across the media

Publication Headline Date
inkl.com The most infuriating group chat personality has been revealed – and it might not be who you think it is Wednesday 4th November, 2026
hotminute.co.uk Study finds the average Brit texts 151 group chats a year Thursday 5th November, 2026
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Every day, brands launch PR campaigns and the media covers them. We scan lots of different news sources and use AI to spot the campaigns behind the stories, and show you which ones are getting the most traction right now. Think of it as a live leaderboard of what's working in PR.

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