2015 Oscars - A Sysomos Twitter Report

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TWITTER REPORT BY SYSOMOS

FEBRUARY 22, 2015

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 negativeconversations)

THE HOST

Neal Patrick Harris brought in 4% of the overall Academy Awards mentions. A comparison to Ellen DeGeneres, the host the 86th Oscars onMarch 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 thistopic. 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 topfour speeches of the night and was also the most popular one among women (68% of mentions came from female Twitter users), followedclosely 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 singlenight

2

EXECUTIVE SUMMARY

OSCARS 2015 | TWITTER REPORT BY SYSOMOS| FEBRUARY 22, 2015

TOP HASHTAGS

Overview of Twitter activity related to the 87th Academy Awards, captured on February 22, 2015

3

OSCARS 2015 ANALYSIS


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 Carpet5%

Winners8%

Host4%

Performances2%

-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 MENTIONS423,217 (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

33%

19%15% 13%

11%9%

DISFAVOR AWARDEES/NOMINEES

OTHER RED CARPET LACK OFDIVERSITY

HOST/PRESENTER

15%17% 18%

23%

27%

AWARDWINNERS

OTHER FANFAVORITES

PERFORMANCES/SPEECHES

REDCARPET LOOK

4

54%46%

GENDER BREAKDOWN

OSCARS 2015 ANALYSIS


SENTIMENT BREAKDOWN

14% 13%

MOST RETWEETED

WORD CLOUD

The 2015 Academy Awards received a total of 8.48 million socialmedia mentions on February 22. Twitter accounted for 99.5% ofall mentions, 55% of which were retweets. The most re-tweetedtweet was posted by Justin Bieber, who wished good luck toeveryone 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 Oscarsaccounted for the highest percentage of positive mentions (27%).Meanwhile, negatively inclined mentions about the Oscars werehighly driven by posts from people who said they’d rather watchor do something else than watch the show. These postsaccounted 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

2016 HOST NOMINEES

Jimmy Fallon

12%

SENTIMENT COMPARISON

9% 2%

5

BATTLE OF THE HOSTS


Neil Patrick Harris (2015), 352,881

Ellen DeGeneres (2014), 3,650,452

HOST MENTIONS

1:10mention 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 DEGENERES65%

35%

EllenDeGeneres

60%

Jimmy Kimmel

10%Billy Crystal6%

Jack Black

12%

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THE OSCAR FOR MOST POPULAR SPEECH GOES TO…


PATRICIA ARQUETTE

“IT’S OUR TIME TO HAVE WAGE EQUALITYONCE AND FOR ALL AND EQUAL RIGHTS FORWOMEN 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 STRUGGLEFOR JUSTICE IS RIGHT NOW.”

14% SHARE OF

VOICE

J.K. SIMMONS“CALL YOUR MOM, CALL YOUR DAD. IFYOU’RE LUCKY ENOUGH TO HAVE A PARENTOR TWO ALIVE ON THIS PLANET, CALL ‘EM.DON’T TEXT. DON’T EMAIL. CALL THEM ONTHE PHONE.”

7% SHARE OF

VOICE

”

68%

32%

”

66%

34%

”51% 49%

”

57% 43%

”

”

”

”

7%

19%

19%

12%

7

SAMPLE POSTS


8

#ASKHERMORE


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%

UNFAVORABLEFEEDBACK

QUESTIONSUGGESTIONS

FAVORABLEFEEDBACK

CELEBRITYCAMPAIGNS

GENERALMENTIONS

GENERAL MENTIONSThese were mainly general posts from entertainmentnews organizations and people regarding the#askhermore campaign during the event

CELEBRITY CAMPAIGNSPosts and reactions by people about the answers andcharitable causes of several celebrities such as ReeseWitherspoon, Julian Moore, and Patricia Arquette

FAVORABLE FEEDBACKPositive mentions about the #askhermore campaign

QUESTION SUGGESTIONSTweets by people sending #AskHerMore questions for thecelebrities on the Oscars Red Carpet, on topics such asgender equality issues and cultural diversity

UNFAVORABLE FEEDBACKNegative tweets from people questioning the real motivesof the #AskHerMore campaign as well as negativefeedback on questions asked by some TVpersonalities/reporters, such as Ryan Seacrest

#AskHerMore was started as Twitter Hashtag campaign by The Representation Project in February 2014 in an effort to changethe conversation about women in Hollywood at award shows. It gained a special momentum at the 2015 Oscars with thesupport of Reese Witherspoon, Julianne Moore, Lena Dunham, Shonda Rhimes, Maria Shriver, Robin Roberts etc. As a result59% of the total 12-month mentions of #AskHerMore were generated on February 22, 2015.

45,707mentions

250 Million potential impressions

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2015 Oscars - A Sysomos Twitter Report