According to figures released by digital marketing agency Silverbean, Britain's Got Talent was mentioned 1.1 million times on Twitter in the week leading up to its final, compared to 134,000 tweets for The Voice.
With the caveat that the weekend saw the Britain's Got Talent series final, while The Voice was just in its third week of live shows, Simon Cowell's programme registered over 6,500 tweets per hour, compared to 5,000 for its rival.
Neil Robbins, managing director of Silverbean, said: "The popularity gap between the two programmes is much greater than the difference suggested by TV viewing figures
"Social media is becoming vital to the success of these programmes and in future producers may have to consider ways they can integrate social media support for acts into their results."
He added: "ITV also took a more proactive stance to Twitter, suggesting hashtags for many of the acts at the end of their performances, and integrating Twitter into their mobile app, which also helps to explain their success."
Eventual winners Ashleigh & Pudsey were the most tweeted act with 50,000 mentions, while the fifth-placed Loveable Rogues were second-most tweeted with over 32,000.
Britain's Got Talent received 13% positive tweets and 7% negative, while The Voice registered 14% positive and 6% negative.
Watch Britain's Got Talent winner Ashleigh Butler talk about taking Pudsey to Hollywood below: