This document discusses insights from Adobe Digital about the 2017 Eurovision Song Contest. It finds that attention and discussion around Eurovision has increased significantly in recent months on social media. Video ad impressions were also up on the day of the 2016 contest finals compared to previous weeks. Additionally, the US is showing more interest in Eurovision this year. Currently, Belgium's entry is favored to win according to Adobe's algorithm, though Italy is also predicted highly.

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2017 Eurovision Song Contest
Adobe Digital Insights

2. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Key Insights
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• ESC (Eurovision Song Contest) 2017 setting up to be bigger than 2016
• US showing more interest in ESC 2017
• Belgium is currently the favorite according to ADI’s ESC algorithm

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Attention steadily builds as Eurovision approaches
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• Eurovision has seen a 41% month-over-month
increase in social mentions (between February &
March)
• ESC 2016 had a stronger start in Feb (2016)
• Sweden opening the first semi-final was a hot
topic in March
“OMG Sweden will open the first semifinal!
Galet bra! 😍😍😍😍😍😍#Eurovision2017”
SOURCE:ADOBE SOCIAL

4. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Video ad impressions up during ESC
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• Impressions were up 16% on the day of the
Eurovision Finals (compared to the same day
the week prior)
• ESC three broadcasts last year saw 204 million
viewers *
• Ad impressions are up 36% and completions
are up 30% (when we compared the same 4
hour slot week over week)
JT took to
the stage
Source: https://eurovision.tv/story/eurovision-song-contest-attracts-204-million-viewers

5. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Eurovision expands its footprint in the U.S.
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• 2016 was the first year that
Eurovision was broadcast in
the US
• ESC will be broadcast again in
the U.S. for the second
consecutive year

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Eurovision brings out the best online
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• Eurovision is all about the good feelings.
Average social sentiment for all 42
contestants is very high 4.57 out of 5
• ESC’s last three winners all came from the
2nd Semi

7. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Belgium's Blanche is the current front runner
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• We created a custom algorithm to
determine who will be the winner
• Currently Blanche is the early favorite,
followed by Italy’s Francesco Gabbani,
and third is Alma from France
• Bookies have Francesco as their #1 pick

8. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Methodology
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 36M social engagements (mentions, page likes, followers, video views) from February 2016 – April
2017 via blogs, Facebook, G+, Reddit, Twitter, Dailymotion, Flickr, Instagram, Tumblr, VK, Disqus,
Foursquare, Metacafe, Wordpress, and YouTube
 Adobe Advertising Cloud ad performance data across 39M Impressions during ESC 2016 Finals
 Data from different Adobe Experience Cloud solutions:
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