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Marketwire Reports - The Oscars


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Marketwire Reports - The Oscars

  1. 1. EXECUTIVE  SUMMARY  Based  on  the  data  reviewed  for  this  repor2ng  period,  the  following  insights  have  been  provided:    •  The  85th  Academy  Awards  generated  over  6  million  social  media  posts,  99%  of  which  came  from  TwiBer     >  RTs  accounted  for  roughly  37%  of  all  TwiBer  men2ons,  versus  almost  60%  original  tweets     >  As  a  point  of  comparison,  this  year’s  Super  Bowl  generated  over  24  million  men2ons  from  TwiBer  alone  –               four  2mes  greater  than  men2ons  produced  about  The  Oscars    •  Prior  to  the  awards  night,  “Argo”  generated  the  highest  number  of  men2ons  among  the  other  Best  Picture  nominees,   with  men2ons  amoun2ng  to  more  than  twice  the  content  volume  of  the  nearest  film     The  is  the  second  year  in  a  row  that  the  most  discussed  film  in  the  Best  Picture  category  has  gone  on  to  win  the   >  award  –  last  year  the  same  trend  occurred  for  “The  Ar)st”    •  Men2ons  for  the  85th  Academy  Awards  were  highly  favorable,  with  posi2ve  men2ons  accoun2ng  for  77%  of  the  total   sen2ments,  while  nega2ve  conversa2ons  comprised  23%   >  Cri2cism  regarding  the  unimportance  of  the  award  show  lead  all  nega2ve  men2on  topics    •  The  most-­‐men2oned  celebri2es  during  the  awards  show  were  winners  Adele,  Jennifer  Lawrence  and  Anne  Hathaway,   with  Adele’s  win  and  performance  becoming  the  second-­‐most  discussed  theme  of  the  night   >  The  most-­‐discussed  event  was  First  Lady  Michelle  Obama  presen2ng  the  award  for  Best  Picture  •  Host  Seth  MacFarlane  failed  to  make  an  impact  in  terms  of  social  media  men2on  volumes,  with  only  401,000  total   men2ons  posted  during  the  show   >  The  sen2ment  of  posts  related  to  Seth  MacFarlane  was  mostly  favorable,  though  with  42%  posi2ve  content   Academy  Awards  2013  Sample  Report  |  February  2013  |  Repor2ng  Period:  February  24,  2013   |   2  
  2. 2. DASHBOARD  Below  is  an  overview  of  global  social  media  men2ons  collected  related  to  the  85th  Academy  Awards.  These  men2ons  were  captured  on  Sunday,  February  24,  2013  only.     Gender  Split   Men2on  Favorability   85th  ACADEMY  AWARDS   (Posi2ve  +  Neutral)   TOTAL  MENTIONS   6,475,813   Blog  Men2ons   13,668  (0%)   TwiBer  Men2ons   6,434,357  (99%)   News  Men2ons   17,378  (0%)   Forum  Men2ons   10,410  (0%)   41%   47%   12%  Top  Hashtags   Popular  Social  Media  Moments  (Based  on  Tweets  per  Minute)   #1  –  85,300  TPM  First  Lady  Michelle  Obama  presents  Best  Picture  Award     #2  –  82,300  TPM  Adele’s  “Skyfall”  performance     #3  –  71,600  TPM  Jennifer  Lawrence  wins  Best  Actress  in  a  Leading  Role        and  falls  on  her  way  up  to  accept  it     #4  –  64,000  TPM  “Skyfall”  wins  Best  Original  Song,  the  first  Oscar  for  the          James  Bond  film  franchise     #5  –  60,400  TPM    Anne  Hathaway  wins  Best  Actress  in  a  Suppor2ng  Role   Academy  Awards  2013  Sample  Report  |  February  2013  |  Repor2ng  Period:  February  24,  2013   |   3  
  3. 3. 85TH  ACADEMY  AWARD  MENTIONS   POSITIVE  –  41% NEUTRAL  –  47% NEGATIVE  –  12% Academy  Awards  2013  Sample  Report  |  February  2013  |  Repor2ng  Period:  February  24,  2013   |   4  
  4. 4. ACADEMY   A WARDS   M ENTION   A NALYSIS   6.4  Million  Men+ons   The  Oscars  2013  (excluding  Red  Carpet  events)  generated  roughly  6.4   million  men2ons  with  TwiBer  contribu2ng  99%  of  the  overall  content.   48%   TwiBer  sources  had  an  average  authority  of  4,  with  53%  of  the  total   tweets  coming  from  females.  Moreover,  53%  of  all  TwiBer  posts  came   40%   from  the  USA.   30%   In  terms  of  sen2ment,  77%  of  the  men2ons  (excluding  neutral)  were   posi2ve.  A  high  percentage  of  all  posi2ve  men2ons    were  associated   17%   with  the  ‘Award  Winners’  from  different  award  categories,  with  the   12%   13%   13%   12%   “Best  Actress’  and  the  ‘Best  Picture’  awards  being  the  most  frequent   10%   topics.  This  trend  circulated  across  all  sources  for  the  Academy   Awards  2013   On  the  other  hand,  the  rela2ve  ‘Unimportance’  of  the  awards  show  RED  CARPET   AWARD   PERFORMANCES   HOSTS/   OTHER   HOSTS/   UNIMPORTANCE   AWARD   RED  CARPET   FASHION   WINNERS   PRESENTERS   PRESENTERS   WINNERS   FASHION   produced  the  most  nega2ve  content  (40%).  This  predominantly  came   from  TwiBer,  where  people  expressed  their  indifference  toward  the   award  show  and  its  results.     Top  RT’s Word  Cloud 10,939  est.   7,722  est.   7,078  est.   “Oscars”,  “Oscar”,  “Academy”,  “Award”,  “Awards”,  and  “2013”   have  been  excluded  from  Word  Cloud  results.   Academy  Awards  2013  Sample  Report  |  February  2013  |  Repor2ng  Period:  February  24,  2013   |   5  
  5. 5. #BESTDRESSED  During  The  Oscars  live,  red  carpet  pre-­‐show,  ABC  encouraged  viewers  to  tweet  who  they  felt    was  the  best  dressed  celebrity  by  using  #BestDressed.     Total  Tweets  featuing  #BestDressed   76,434   Jennifer  Lawrence  took  the  red  carpet  by     storm  and  set  Twi]er  ablaze  in  a  stunning   Jennifer  Lawrence   16,351   Dior  couture  gown.  Almost  a  quarter     (23%)  of  all  tweets  featuring  #BestDressed     hashtag  menconed  J-­‐Law  –  almost  3x     Jessica  Chastain   4,550   more  content  than  the  next  leading     female  (Jessica  Chastain).     Charlize  Theron   3,975   The  #BestDressed  hashtag  was     promoted  on-­‐air  by  ABC,  and  helped     Halle  Berry   3,096   to  generate  over  50K  organic  tweets     creacng  over  175  million  impressions.     Anne  Hathaway   3,069   Popular  RT’s Word  Cloud 788  escmated  RT’s 704  escmated  RT’s “#BestDressed”,  “Oscars”  and  “Oscars2013“SB47”  have  been   excluded  from  Word  Cloud  results.   Super  Bowl  XLVII  TwiBer  Men2on  Report  |  February  2013  |  Repor2ng  Period:  February  3,  2013   |   6  
  6. 6. SOCIAL   M EDIA   P REDICTS   T HE   B EST   P ICTURE   W INNER  Between  February  16  and  23,  Marketwire  Sysomos  tracked  the  total  men2on  volumes  related  to  each  of  the  films  nominated  in  the  Best  Picture  category.  Based  on  the  data  analyzed,  these  were  the  most-­‐discussed  movies  in  Blogs,  News,  Forums  and  TwiBer  leading  into  Sunday’s  show.     TOTAL  MENTIONS   FEB.  16-­‐23   ARGO   185,068   45%   39%   16%   SILVER  LININGS  PLAYBOOK   78,209     42%   44%   14%   ZERO  DARK  THIRTY   74,890     26%   41%   33%   LES  MISERABLES     72,750   27%   43%   30%   DJANGO  UNCHAINED   71,708   42%   40%   18%   LIFE  OF  PI   64,829   42%   41%   17%   LINCOLN   43,803   50%   37%   13%   AMOUR   29,841   65%   25%   10%   BEASTS  OF  THE  SOUTHERN  WILD   21,488   29%   42%   29%   Academy  Awards  2013  Sample  Report  |  February  2013  |  Repor2ng  Period:  February  24,  2013   |   7  
  7. 7. APPENDIX  Booleans  Used    "#oscar"  OR  "#oscars"  OR  "#theoscars"  OR  "#oscar2013"  OR  "#oscars2013"  OR  "#oscarnoms"  OR  "#bestdressed"  OR  "#oscarroadtrip"  OR  "#academyawards"  OR  "#academyaward"  OR  "#oscarmystery"  OR  oscars  OR  "academy  awards"  OR  academyawards  OR  "oscar  night"  OR  "at  the  oscars"  OR  "oscar  awards"  OR  "the  oscars"  OR  theoscars  OR  “academy  award”  “#Best  Dressed”    ARGO   Argo  OR  “Argo2012”  OR  “Argo  2012”  OR  “Argo  Movie”  OR  “Argo  the  Movie”  OR  “#Argo”     SILVER  LININGS  PLAYBOOK   “Silver  Linings  Playbook”  OR  “Silver  Linings  Playbook  2012”  OR  “Silver  Linings  Playbook  Movie”  OR  “Silver  Linings  Playbook  the   Movie”  OR  “@Silver_Linings”  OR  “#silverliningsplaybook”  OR  “#SilverLinings”     ZERO  DARK  THIRTY   “Zero  Dark  Thirty”  OR  “Zero  Dark  Thirty  2012”  OR  “Zero  Dark  Thirty  Movie”  OR  “Zero  Dark  Thirty  the  Movie”  OR   “ZeroDarkThirty”  OR  “#ZeroDarkThirty”     LES  MISERABLES   (“Les  Miserables”  OR  “Les  Miserables  2012”  OR  “Les  Miserables  2013”  OR  “Les  Miserables  Movie”  OR  “Les  Miserables  the   Movie”  OR  “#LesMis322”  OR  “@LesMiserables”)  AND  NOT  (“@Lesmisofficial”  OR  “”)     DJANGO  UNCHAINED   “Django  Unchained”  OR  “Django  Unchained  2012  ”  OR  “Django  Unchained  2013”  OR  “Django  Unchained  the  Movie”  OR   “Django  Unchained  Movie”  OR  “@UnchainedMovie”  OR  “#djangounchained”   Academy  Awards  2013  Sample  Report  |  February  2013  |  Repor2ng  Period:  February  24,  2013   |   8  
  8. 8. APPENDIX    LIFE  OF  PI  “Life  of  Pi”  OR  “Life  of  Pi  2012”  OR  “Life  of  Pi  2013”  OR  “Life  of  Pi  Movie”  OR  “Life  of  Pi  the  Movie”  OR  “@LifeofPiMovie”  OR  “#LifeofPi”    LINCOLN  (((Lincoln  OR  "#Lincoln")  AND  (movie  OR  film  OR  "Steven  Spielberg"  OR  "Daniel  Day-­‐Lewis"  OR  "Sally  Field"))  OR  "Lincoln  2012"  OR  "@lincolnmovie"  OR  "#lincolnmovie"  OR  "#lincolnfilm")  AND  NOT  ("Abraham  Lincoln  Vampire  Hunter"  OR  "Vampire  Hunter")    AMOUR  ((Amour  OR  "#Amour")  AND  (movie  OR  Film  OR  "Michael  Haneke"  OR  "Jean-­‐Louis  Trin2gnant"  OR  "Jean  Louis  Trin2gnant"  OR  "Emmanuelle  Riva"  OR  "Isabelle  Huppert"))  OR  "Amour  2012"  OR  "@amourfilm"  OR  "#Amourfilm"  OR  "#Amourmovie“    BEASTS  OF  THE  SOUTHERN  WILD  “Beasts  of  the  Southern  Wild”  OR  “Beasts  of  the  Southern  Wild  2012”  OR  “Beasts  of  the  Southern  Wild  Movie”  OR  “Beasts  of  the  Southern  Wild  the  Movie”  OR  “@SouthernWildMWB”  OR  “#beastsouhesouthernwild”     Academy  Awards  2013  Sample  Report  |  February  2013  |  Repor2ng  Period:  February  24,  2013   |   9  
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