Stat Social exclusively tracked Twitter Audience Ratings from the 87th Annual Academy Awards on Feb. 22 for Cynopsis. Key findings:
Top Advertiser Buzz:
Samsung: 150,000 tweet mentions – 7% increase on Oscar day
Coca-Cola: 50,000 tweet mentions – 15% decrease on Oscar day
Hyundai: 4,781 tweet mentions – 28% decrease on Oscar day
American Express: 6,506 tweet mentions – 64% increase on Oscar day
J.C. Penney: 2,004 tweet mentions – 78% increase on Oscar day
Age: 47% millennials (between the ages 18-34)
Gender: 64% women
Location: 11% live in California
Income: 67% earn less than $50K
Interests: Clothing, Celebrity Gossip, Pop Music, Fashion, Humor, Classic Rock, Country Music, Alternative Rock, Sci-fi & fantasy and TV
Brands: New York Times, Twitter, Huffington Post, One Direction, MTV, BuzzFeed, Instagram, E!, YouTube and Hollywood Reporter
Celebrities: Emma Watson, Ellen Degeneres, Barack Obama, Leonardo DiCaprio, Jimmy Fallon, Justin Timberlake, Neil Patrick Harris, Anna Kendrick, Miley Cyrus and Ariana Grande
TV Shows: Game of Thrones, Breaking Bad, Pretty Little Liars, Ellen Degeneres Show, Glee, Modern Family, Late Night with Jimmy Fallon, How I Met Your Mother, Doctor Who and American Horror Story
Source: StatSocial is the leader in Twitter analytics, to segment and target audiences like never before. Through our patented data mining and matching technology, we have identified over 50 million Twitter users and their attributes as defined by 30,000 variables.
So what does it mean? “The Oscars are often referred to as the Super Bowl for women because advertising spots start at $2 million,” Stat Social’s Audrey Hungerman told Cynopsis. “Samsung and American Express saw an increase in mentions on Sunday, with Twitter users loving Amex’s use of Mindy Kaling and Aretha Franklin. Dove launched the #SpeakBeautiful campaign with more than 40,000 mentions of the brand on Oscar day. The audience was mainly female (64 percent) and socially savvy; Twitter, Instagram and YouTube were among their favorite brands.” The top five advertisers were determined by Kantar Media. Check out the infographic at www.cynopsis.com.
Twitter also recorded the top moments at the Oscars on Sunday, as host Neil Patrick Harris and A-list celebs took the stage. The biggest moments during the broadcast that generated peak use on Twitter, measured in Tweets per minute (TPM), include:
– Lady Gaga (@LadyGaga) performs, is joined by Julie Andrews
– Alejandro Iñárritu wins Best Picture for Birdman
– Patricia Arquette (@PattyArquette) gives acceptance speech for winning Best Supporting Actress
The most tweeted about nominees and performers were:
1. Lady Gaga
2. Patricia Arquette
3. John Legend (@JohnLegend)
Facebook accounted for 58 million interactions (posts, likes, shares) from 21 million unique people. Top ten moments posted on FB are:
1. Lady Gaga’s The Sound of Music medley and Julie Andrews’ appearance onstage for the 50th anniversary of the musical, which topped 214K People Per Minute (PPM) globally and 154K PPM in the U.S.
2. The Imitation Game wins Best Adapted Screenplay.
3. Birdman wins Best Original Screenplay.
4. Eddie Redmayne wins Best Actor.
5. Birdman wins Best Picture.
6. Alejandro González Iñárritu wins Best Director for Birdman.
7. Patricia Arquette wins Best Supporting Actress.
8. John Legend and Common’s song “Glory” wins Best Original Song.
9. Julianne Moore wins Best Actress.
10. Adam Levine and Maroon 5 perform “Lost Stars” from Begin Again.