A Sysomos Reports breakdown of what happened on Twitter around the 2015 Oscars. This report includes a look at the ceremony, what Twitter's perception of the host and acceptance speeches were and a deeper look into the #AskHerMore hashtag.

1. www.sysomos.com | @sysomos | reports@sysomos.com
TWITTER REPORT BY SYSOMOS
FEBRUARY 22, 2015

2. 2015 OSCARS
 The 87th Academy Awards generated over 8.48 million mentions - 39% less compared to the 2014 Oscars
 99.5% of the overall mentions were generated on Twitter
 Re-tweets accounted for 55% of Twitter content, while 42% were regular tweets and 3% were replies
 Red Carpet looks and the live performances during the Award Ceremony drove 27% and 23% of positive conversations, respectively.
General disfavor/negative comments about the Oscars emerged as the top negative sentiment driver (33% of the overall negative
conversations)
THE HOST
 Neal Patrick Harris brought in 4% of the overall Academy Awards mentions. A comparison to Ellen DeGeneres, the host the 86th Oscars on
March 2, 2014, showed a 1:10 ratio of mentions in favor of Ellen DeGeneres, who accounted for 27% of the 2014 Oscars buzz
 The public Twitter vote for a host of the 2016 Oscars goes to Ellen DeGeneres, who was mentioned in 60% of the mentions related to this
topic. Jimmy Fallon and Jack Black got 12% each
THE ACCEPTANCE SPEECHES
 Based on online buzz comparison, Patricia Arquette’s “Equality for Women in the USA” speech grabbed a 55% share of voice among the top
four speeches of the night and was also the most popular one among women (68% of mentions came from female Twitter users), followed
closely by Graham Moore’s “Stay weird. Stay different” appeal
 John Legend & Common and J.K. Simmons, on the other hand were almost equally appealing to both men and women
#ASKHERMORE
 The #AskHerMore campaign started in February 2014, with the goal to change perception and attitudes towards women on the Red Carpet,
gained a big momentum during the 2015 Oscars on February 22
 With the support of celebrities and media organizations the campaign generated 59% of its total volume over the past 12 months on a single
night
2
EXECUTIVE SUMMARY
OSCARS 2015 | TWITTER REPORT BY SYSOMOS| FEBRUARY 22, 2015

3. TOP HASHTAGS
Overview of Twitter activity related to the 87th Academy Awards, captured on February 22, 2015
3
OSCARS 2015 ANALYSIS
OSCARS 2015 | TWITTER REPORT BY SYSOMOS| FEBRUARY 22, 2015
2,681,132
1,992,304
360,310
173,973
147,479
66,233
65,350
56,519
54,753
45,921
#oscars2015
#oscars
#oscar2015
#oscar
#oscarsredcarpet
#redcarpet
#academyawards
#birdman
#oscarsentnt
#oscarnatnt
TOP HASHTAGS
Red Carpet
5%
Winners
8%
Host
4%
Performances
2%
-39%
YoY
OVER 8.48 MILLION MENTIONS RED CARPET WINNERS HOST PERFORMANCES
TOTAL MENTIONS
(all sources)
432,950 629,244 352,881 164,540
TWITTER MENTIONS
423,217
(97.8%)
614,408
(97.6%)
338,805
(97.8%)
158,459
(96.3%)
5 PM 6 PM 7 PM 8 PM 9 PM 10 PM 11 PM 12 AM
Red Carpet Arrivals
Best Visual Effects, Best Animated Short, Best Animated Feature, Production
Design, Cinematography, Editing, Documentary Feature awards
AWARD SHOW BREAKDOWN
J.K. Simmons wins Best Supporting Actor award
Tribute to Sound of Music, Eddie Redmayne wins Best Actor, Alejandro
Alejandro González Iñárritu wins Best Director, Julianne Moore wins Best
Actress
Host Neil Patrick Harris does a "Birdman" spoof
Best Picture Oscar goes to Birdman

4. 33%
19%
15% 13%
11%
9%
DISFAVOR AWARDEES/
NOMINEES
OTHER RED CARPET LACK OF
DIVERSITY
HOST/
PRESENTER
15%
17% 18%
23%
27%
AWARD
WINNERS
OTHER FAN
FAVORITES
PERFORMANCES/
SPEECHES
RED
CARPET LOOK
4
54%
46%
GENDER BREAKDOWN
OSCARS 2015 ANALYSIS
OSCARS 2015 | TWITTER REPORT BY SYSOMOS| FEBRUARY 22, 2015
SENTIMENT BREAKDOWN
14% 13%
MOST RETWEETED
WORD CLOUD
The 2015 Academy Awards received a total of 8.48 million social
media mentions on February 22. Twitter accounted for 99.5% of
all mentions, 55% of which were retweets. The most re-tweeted
tweet was posted by Justin Bieber, who wished good luck to
everyone on the night of the Oscars.
15% of the overall mentions about the 2015 Oscars were positive.
The red carpet look of different celebrities arriving at the Oscars
accounted for the highest percentage of positive mentions (27%).
Meanwhile, negatively inclined mentions about the Oscars were
highly driven by posts from people who said they’d rather watch
or do something else than watch the show. These posts
accounted for 33% of the negative mentions.
42%
55%
3%
Regular Tweet
Re-Tweets
@reply
TWEET TYPES
99%
1%
0%
1 Tweet
2-4 Tweets
5 or more
ENGAGEMENT LEVEL

5. 2016 HOST NOMINEES
Jimmy Fallon
12%
SENTIMENT COMPARISON
9% 2%
5
BATTLE OF THE HOSTS
OSCARS 2015 | TWITTER REPORT BY SYSOMOS| FEBRUARY 22, 2015
Neil Patrick Harris
(2015), 352,881
Ellen DeGeneres
(2014), 3,650,452
HOST MENTIONS
1:10
mention ratio
NEIL PATRICK HARRIS
ELLEN DEGENERES
13% 4%
TOP 10 HASHTAG COMPARISON
NEIL PATRICK HARRIS ELLEN DEGENERES
74,561
58,302
9,005
5,994
5,173
2,764
2,299
2,271
2,217
1,916
#oscars
#oscars2015
#neilpatrickharris
#nph
#oscar2015
#host
#nbc
#oscar
#academyawards
#theoscars2015
2,292,769
105,310
32,828
30,227
15,926
12,026
11,376
10,400
9,100
8,775
#oscars
#oscars2014
#ellendegeneres
#pizza
#selfie
#ellen
#neverforget
#theoscars2014
#oscar2014
#oscar
GENDER COMPARISON
57%
43%
NEIL PATRICK HARRIS
ELLEN DEGENERES
65%
35%
Ellen
DeGeneres
60%
Jimmy Kimmel
10%Billy Crystal
6%
Jack Black
12%

6. 6
THE OSCAR FOR MOST POPULAR SPEECH GOES TO…
OSCARS 2015 | TWITTER REPORT BY SYSOMOS| FEBRUARY 22, 2015
PATRICIA ARQUETTE
“IT’S OUR TIME TO HAVE WAGE EQUALITY
ONCE AND FOR ALL AND EQUAL RIGHTS FOR
WOMEN IN THE UNITED STATES OF AMERICA”
55%
SHARE OF
VOICE
16%
SOV
GRAHAM MOORE
”STAY WEIRD. STAY DIFFERENT”
24%
SHARE OF
VOICE
JOHN LEGEND & COMMON
“SELMA IS NOW, BECAUSE THE STRUGGLE
FOR JUSTICE IS RIGHT NOW.”
14%
SHARE OF
VOICE
J.K. SIMMONS
“CALL YOUR MOM, CALL YOUR DAD. IF
YOU’RE LUCKY ENOUGH TO HAVE A PARENT
OR TWO ALIVE ON THIS PLANET, CALL ‘EM.
DON’T TEXT. DON’T EMAIL. CALL THEM ON
THE PHONE.”
7%
SHARE OF
VOICE
”
68%
32%
”
66%
34%
”
51% 49%
”
57% 43%
”
”
”
”
7%
19%
19%
12%

7. 7
SAMPLE POSTS
OSCARS 2015 | TWITTER REPORT BY SYSOMOS| FEBRUARY 22, 2015

8. 8
#ASKHERMORE
OSCARS 2015 | TWITTER REPORT BY SYSOMOS| FEBRUARY 22, 2015
This graph and post samples represent a deeper analysis of the conversation themes associated with #AskHerMore campaign on February 22, 2015
2%
5%
6%
37%
50%
UNFAVORABLE
FEEDBACK
QUESTION
SUGGESTIONS
FAVORABLE
FEEDBACK
CELEBRITY
CAMPAIGNS
GENERAL
MENTIONS
GENERAL MENTIONS
These were mainly general posts from entertainment
news organizations and people regarding the
#askhermore campaign during the event
CELEBRITY CAMPAIGNS
Posts and reactions by people about the answers and
charitable causes of several celebrities such as Reese
Witherspoon, Julian Moore, and Patricia Arquette
FAVORABLE FEEDBACK
Positive mentions about the #askhermore campaign
QUESTION SUGGESTIONS
Tweets by people sending #AskHerMore questions for the
celebrities on the Oscars Red Carpet, on topics such as
gender equality issues and cultural diversity
UNFAVORABLE FEEDBACK
Negative tweets from people questioning the real motives
of the #AskHerMore campaign as well as negative
feedback on questions asked by some TV
personalities/reporters, such as Ryan Seacrest
#AskHerMore was started as Twitter Hashtag campaign by The Representation Project in February 2014 in an effort to change
the conversation about women in Hollywood at award shows. It gained a special momentum at the 2015 Oscars with the
support of Reese Witherspoon, Julianne Moore, Lena Dunham, Shonda Rhimes, Maria Shriver, Robin Roberts etc. As a result
59% of the total 12-month mentions of #AskHerMore were generated on February 22, 2015.
45,707
mentions
250 Million
potential impressions

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