“…We performed qualitative and quantitative analysis of the show's content and analyzed Twitter and Wikipedia big data activity to evaluate audience reactions to the broadcast and subsequent engagement for information (Okoli, Mehdi, Mesgari, Nielsen, & Lanamäki, ; Toivonen et al., ). As messages delivered through television and other media are considered transient (de Lange et al., ), we then investigated whether the show instigated longer‐term changes in public awareness (i.e., beyond the broadcast of the show) and proactive behaviors (Nilsson, Fielding, & Dean, ). Finally, we compared the magnitude of the effects of Planet Earth 2 on audiences to that achieved by wildlife awareness campaigns.…”