Social Data & The Oscars: Going Beyond The Winners
As you know, last night’s Oscars broadcast created quite a stir online, and we were there to capture the Social Data. That said, we didn’t want to focus too much on the controversial ending, but rather we wanted to take a deep dive into how people felt about different aspects of the show, other than simply who won the awards. For example, did people like Jimmy Kimmel as the host? What were people saying about the performances? What was the most buzzed about tweet during the show? We looked at all of this and more, and the answer to all of these questions are below:
I should start by saying that while there likely has never been a more controversial ending to any Hollywood award show in history, the Moonlight – La La Land controversy didn’t cause a major shift in the overall sentiment towards last night’s broadcast. The overall mood on social media about the show trended positively with 24.89% of all mentions being positive, with only 5.95% being negative.
This positivity started with the man at the center of the entire show, host Jimmy Kimmel. While some were shocked by the fact that he didn’t hold back at all during his monologue (and throughout), sparing no celebrities and getting as political as he wanted to, people seemed to love him as the host. It could be that he benefitted from truly handling the controversial ending well, or it could have been his charm and grace, but overall he was able to generate 21.41% positive posts and only 4.83% negative posts!
While the Oscars aren’t the most performance-heavy awards show, when looking at other aspects of the Oscars, it’s interesting to see how people view the performances. For example, are they enjoyable? Are they an unwanted interruption? These, and more, were questions I explored and discovered, the much like the rest of this year’s Oscars, people have a generally positive view on it. 20.95% of performance-related mentions were positive, with only 1.46% being negative. It was also clear that while he doesn’t put out music too often anymore, Justin Timberlake definitely still has it, because he was the hands-down biggest driver of social buzz among the performers:
- Justin Timberlake (52.23% of all mentions related to the Oscars performers)
- Lin-Manuel Miranda (22.80%)
- John Legend (14.94%)
- Auli’i Cravalho (5.46%)
- Sting (4.56%)
And yes, no blog about the 2017 Oscars would be complete without something about that crazy La La Land – Moonlight controversy at the end. So with that, I looked at the most popular tweets from the night and (admittedly, this was a little expected), one of the best (and most popular) tweets was from the Miss Universe Twitter account. Whoever is running that account clearly needs a raise as their tweet has generated over 26,000 retweets, 30,000 favorites and is simply perfect:
— Miss Universe (@MissUniverse) February 27, 2017
Now that you have the facts, what did you think about the Oscars? Let us know in the comments section, and if you want to learn how you can pull data like this about your brand’s audience and your industry, reach out and we’ll be happy to give you a demo!