1) There were 1.8 million mentions of "Skyfall" on social media since November 2011, peaking at over 300,000 mentions during the film's release weekend in late October 2012. 2) Conversation was mostly on Twitter, which accounted for 87% of mentions. Males generated about two-thirds of the total conversation, though females were more engaged during the release weekend. 3) Key moments driving buzz included the film title announcement in November 2011, the first trailer release in May 2012, Adele's theme song release in October 2012, and the film's premiere and opening weekend in late October 2012. Sentiment was largely positive across these moments.

1. Social buzz highlights – International:
November 2011 – October 2012
Global Outlook . Local Insight

2. VOLUME OF CONVERSATION
Were consumers talking?
• Since November2011, there have been 1.8m overall mentions of ‘Skyfall’, with the largest peak in activity
occurring during the release weekend 26-28th (311,485 mentions in 72hrs on Twitter).
• Overall, audiences have been most engaged on Twitter, which accounts for an 87% share of voice. Platform Share of Voice
(Date Range: 01/11/11 –
30/10/12)
‘Skyfall’ Social Media Buzz Volume
1.8m total mentions since November 2011
Oct 26th
Opening day of Skyfall in cinema
Mentions: 129,384 Oct 5th
Adele confirmed as the
theme song artist
May 21st Mentions: 103,948
First trailer
released
Mentions: 54,752 Oct 23rd
Nov 3rd Feb 1st Skyfall red carpet
Skyfall title is 1st official Skyfall premiere
announced image released Mentions: 73,457
Mentions:14,471 Mentions: 6,595
Jul 31st
2nd Skyfall trailer
released
Mentions: 32,529
Global Outlook . Local Insight

3. DEMOGRAPHICS
Who was talking about Skyfall? 6158 3565
RT RT
• It’s interesting to note that even though the
conversation was male-driven throughout the
campaign (2/3 of all mentions) the female audience
had it’s most prominent appearance on the release
week.
100 3079
80 3565 RT
60 RT
40 Male
20 Female
0
Title Trailer Adele Release
2107
Most retweeted Skyfall mentions: 2431 RT
RT
• All the most retweeted tweets since November 2011
(right) were posted in October 2012. Adele took top spot
for most retweeted when she announced the release of
the official theme song.
• The official James Bond account (@007) also appears 1621 1459
in the top 10. RT
RT
•Fake/parody accounts receive lots of attention on
Twitter – such as the Queen’s fake profile and Felix
Baumgartner (Red Bull space jumper).
• X factor boy band Union J appear twice, with Jedward
also featuring. 1297 1297
RT RT
Global Outlook . Local Insight

4. SENTIMENT HIGHLIGHTS
1,637,385 total ‘Skyfall’ mentions on Twitter globally over the past 12 months, with volume gradually
building around each announcement or asset - peaking at 129,384 mentions on Friday 26th
October, when the film was released.
November 3rd 2011: May 21st 2012
When the new title was announced as Skyfall, there were The release of the first Skyfall trailer generated 54,752 mentions
3,298 mentions commenting on the ‘name’ or ‘title’ of the and positive buzz around the up coming film with. Most of the
film . There were mixed reviews on the title, with majority conversation included references to how ‘amazing’ and
positive sentiment overall. ‘awesome’ the trailer looks.
Gender distribution: Male – 81%, Female – 19% Gender distribution: Male – 71%, Female – 29%
October 5th 2012 October 26-28th 2012
The official release of Adele’s Skyfall theme song generated The record breaking opening weekend has generated the most
the second highest peak within the last 12 months with buzz so far - a huge 311,485 mentions (1/5 of all activity). Most
103,948 mentions about ‘Skyfall’. This shows she has a huge of the conversation referenced ‘excitement’ about seeing the
international following, more so even than in the UK perhaps. film and about how ‘great’ the movie is. Social activity peaked
on Friday 26th October with 129,384 mentions.
Gender distribution: Male – 62%, Female – 38%
Gender distribution: Male – 63%, Female – 37%