Oscar’s social buzz phenomenon


By Dr. Iris Mohr, Chief Editor and Founder, Marketing Fashionista 

Lots of cash rests on the Academy Award since many Oscar-winning movies only begin making money after the awards are announced.  The return of Billy Crystal, coupled with social media efforts improved ratings.  Nielsen estimated that 39.3 million people watched the Oscars on ABC Sunday night, up from the 37.9 million viewers during the much-panned 2011 show where James Franco and Anne Hathaway shared hosting duties.

Amplifying the impact of the Oscar’s is what’s called a second-screen phenomenon, whereby people watching live TV events are simultaneously interacting with friends and family on blogs, Facebook, Twitter and YouTube. The Oscar ceremony generated 3.8 million comments on Twitter, Facebook and other social media sites, according to data generated by Cambridge, Mass.-based Bluefin Labs. That made this year’s awards show the second most talked-about entertainment event on TV since the company began measuring and analyzing social media traffic several years ago.

Social media offers a much larger audience, driven by an individual user’s involvement and motivation to connect.  Trendrr compiled social data from Twitter, Facebook, GetGlue, Miso and Viggle from before, during, and after the Oscars. Results show that total Academy Awards show social activities and mentions topped 4.2 million. To add, discussions related to pre-show red carpet events amounted to 3.9 million mentions, close to the award ceremony itself.

Here are the five busiest individual minutes of the Academy awards show, based on social media activity.

  1. Octavia Spencer wins Best Supporting Actress: 31,216 mentions per minute.
  2. Opening montage: 30,488 mentions per minute.
  3. Cirque du Soleil performance: 30,102 mentions per minute.
  4. Meryl Streep wins Best Actress: 29,978 mentions per minute.
  5. The Artist wins Best Picture: 28,645 mentions per minute.

To conclude, many viewers watch the broadcast from start to finish. Smartphones and tablets were big this year: 41% of Oscars  social activity occurred on mobile devices. Considering how involved we are with our fingers on these devices, message recall and comprehension are high. No doubt. For Oscar movies, celebrities, and participating brands, social media is the best free advertising.



One Response to Oscar’s social buzz phenomenon

  1. When I read about the social media mentions per event, I can't help but think to myself about why these people are on social media instead of watching the event. How much can you really get out of something if you're tweeting or facebooking about it right in the middle of it? Are these mentions really worthwhile if the person is barely paying attention because they are distracted by social media? Or, are these mentions even more worthwhile because they are happening just as the event happens, when it is extremely fresh in the audience's mind? It is a very difficult question to answer, but one I am very intrigued to hear more about.