Sysomos Reports - The 2016 Oscars 2016

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TWITTER REPORT BY SYSOMOS

MARCH 2, 2016

2016 OSCARS

§  The 88th Academy Awards show generated over 11.8 million tweets – up by 39% compared to 2015 Oscars’ data

Ø  Re-‐tweets accounted for 90% of TwiUer content, while the remaining 10% were organic tweets

Ø  Award winners had 15% of the overall menVons, followed by Performances and Chris Rock with 6%, each

Ø  Tweets about Leonardo DiCaprio’s win of the Best Actor award created the highest spike about the Award Show

THE HOST “CHRIS ROCK”

§  Chris Rock drove 6% of the overall Oscars content on February 28. A comparison of to Neil Patrick Harris (who hosted the 87th Oscars last 2015) showed a 2:1 raVo of menVons in favor of Chris Rock

§  The public TwiUer vote for a host of the 2017 Oscars went to Jacob Tremblay, who earned 60% of the menVons related to the topic, followed by Kevin Hart with 18% and Ellen DeGeneres with 13%

#OSCARSSOWHITE

§  #OscarsSoWhite drew out a total of 835,919 menVons from January 14 to February 29, 2016 which resonated to approximately 5.7B esVmated potenVal impressions

§  PosiVve content about the issue was dominated by commendaVons about Chris Rock’s opening monologue (54%), while negaVve senVment was driven by negaVve percepVon (20%) and boycoU of the event (20%)

§  @SethMcFarlane was the most influenVal celebrity and @ReignofApril was the most engaged user who used the hashtag #OscarsSoWhite

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EXECUTIVE SUMMARY

OSCARS 2016 | TWITTER REPORT BY SYSOMOS| MARCH 2, 2016

TOP HASHTAGS

Below is an overview of TwiUer menVons related to the 88th Academy Awards, captured on February 28, 2016.

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OSCARS 2016 ANALYSIS

8M

663K

553K

287K

194K

182K

121K

98K

96K

93K

#oscars

#oscars2016

#oscar

#oscarsentnt

#oscarssowhite

#oscar2016

#leonardodicaprio

#oscarnatnt

#unoscarparaleo

#therevenant

TOP HASHTAGS

Red Carpet 2%

Winners 15%

Host 6% Performances 6% #OscarsS

oWhite 1%

+39% YoY

OVER 11.8 MILLION MENTIONS RED CARPET WINNERS HOST PERFORMANCES #OSCARSSOWHITE

TWEETS 241K 1.7M 672K 688K 171K

7:00 7:20 7:40 8:00 8:20 8:40 9:00 9:20 9:40 10:00 10:20 10:40 11:00 11:20 11:40 12:00 12:20 12:40 1:00

AWARD SHOW BREAKDOWN

Ex Machina wins Best Visual Effects Award / The Oscar for best Sound Mixing goes to Mad Max

Lady Gaga performs “Til It Happens to You” with sexual assault survivors

Inside Out wins Best Animated Feature

Leonardo DiCaprio takes home Best Actor award

Feedback about Chris Rock’s Oscars monologue

Red Carpet Arrivals

Tweets about Leonardo DiCaprio using his acceptance speech to bring aUenVon to climate change

Tweets congratulaVng all Oscars’16 winners especially Leonardo DiCaprio

Mad Max wins Best ProducVon Design, Best Makeup and Hairstyling and Best Costume Design


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GENDER BREAKDOWN

OSCARS 2016 ANALYSIS SENTIMENT BREAKDOWN

25% 8%

MOST RETWEETED

WORD CLOUD

The 88th Oscars event received 25% posiVve against 8% negaVve menVons. Tweets featuring posiVve menVons about fan favorites such as Leonardo DiCaprio and Lady Gaga were the top driver of posiVve menVons (31% SoV). On the other hand, 33% of negaVve menVons were about the lack of diversity among the Oscar nominees. 66% of tweets were retweets, while 34% of tweets were organic. 78% of users tweeted only once, while 22% tweeted two or more Vmes. The event’s most retweeted post came from @TheAcademy which was about Leonardo DiCaprio's Oscar win for Best Actor.

14%

8% 11%

15%

21%

31%

OTHER PERFORMANCES HOST RED CARPET

WINNERS FAN FAVORITES

33%

19% 15% 13%

LACK OF DIVERSITY

WINNERS/ NOMINEES

DISLIKE OTHER

27%

66%

7%

Regular Tweet

Re-‐Tweets

@reply

TWEET TYPES

78%

17%

5%

1 Tweet

2-‐4 Tweets

5 or more

ENGAGEMENT LEVEL

50% 50%


65% 35%

75K

58K

9K

6K

5K

2.8K

2.3K

2.3K

2.2K

2K

#oscars

#oscars2015

#neilpatrickharris

#nph

#oscar2015

#host

#nbc

#oscar

#academyawards

#theoscars2015

279K

39K

28K

25K

5K

5K

2.5K

1.8K

1.4K

1.2K

#oscars

#oscarssowhite

#oscars2016

#chrisrock

#theoscars

#davechappelle

#oscarsentnt

#flintwatercrisis

#greaouckingwriVng

#imdboscars

2017 HOST NOMINEES

Kevin Hart

18%

SENTIMENT COMPARISON

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BATTLE OF THE HOSTS

Chris Rock 66%

Neil Patrick Harris (2015) 34%

HOST MENTIONS

2:1 menVon raVo

CHRIS ROCK

NEIL PATRICK HARRIS

38% 11%

TOP 10 HASHTAG COMPARISON

CHRIS ROCK NEIL PATRICK HARRIS

GENDER COMPARISON

57% 43%

CHRIS ROCK

NEIL PATRICK HARRIS

Jacob Tremblay

60%

Tina Fey

7% Jimmy Kimmel

2%

Ellen DeGeneres

13%

13% 4% OSCARS 2016 | TWITTER REPORT BY SYSOMOS| MARCH 2, 2016

20% 20% 17% 8% 8%

27%

PERCEPTION BOYCOTT ACTORS' SENTIMENT

DIVERSITY FAVORED WINNERS

OTHER

54%

29%

17%

CHRIS ROCK

EFFECTS PERCEPTION

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#OSCARSSOWHITE This graph and post samples represents a deeper analysis of conversaVons associated with #OscarsSoWhite during the reporVng period.

#OscarsSoWhite drove a total of 836K menVons from January 14 to February 29 2016, which generated an esVmated 5.7B potenVal impressions. On February 28, #OscarsSoWhite had a total of 175.9K menVons, covering 2% of the daily Oscars content. The topic received a 6% posiVve and 18% negaVve menVons. CommendaVons on Chris Rock’s speech about the issue made up 54% of all posiVve menVons, while people’s negaVve percepVon about the Oscars controversy coupled with posts about boycopng the event comprised 40% of all negaVve menVons.

836K menVons

5.7 Billion potenVal impressions

0

40,000

80,000

120,000

160,000

200,000

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SENTIMENT BREAKDOWN

6% 18%

MOST RETWEETED MOST RETWEETED

“Chris Rock's monologue totally nails #OscarsSoWhite controversy”

The Academy announces the 2016 Oscars nominees


MOST INFLUENTIAL CELEBRITIES

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#OSCARSSOWHITE

MOST ENGAGED USERS


#OSCARSSOWHITE SENTIMENT

§  POSITIVE

Ø  CHRIS ROCK – CommendaVon about Chris Rock’s breakdown of the #OscarsSoWhite issue

Ø  EFFECTS – MenVons about the posiVve effects brought about by the #OscarsSoWhite campaign, namely: swiq acVon on the issue by The Academy and renewed appreciaVon for the NAACP Image Awards

Ø  PERCEPTION – Some actors’ percepVon and other people’s posiVve point of view about the campaign

§  NEGATIVE

Ø  PERCEPTION – MenVons from people sharing their opinion about the #OscarsSoWhite controversy with some accusing The Academy of racism

Ø  BOYCOTT – Posts about celebriVes and other people who said they will or are planning to boycoU this year’s Oscars

Ø  ACTORS SENTIMENT – Content featuring the views and senVment of various actors concerning the #OscarsSoWhite campaign

Ø  DIVERSITY – Comments about the general lack of minority Oscars nominees

Ø  FAVORED WINNERS – MenVons from viewers who disagreed with some of the winners or the lack of nominaVons for their preferred actors

Ø  OTHER – Includes menVons about the problem being deeply rooted in Hollywood’s culture, the negaVve effects of the controversy which was said to have overshadowed the main event, comments on the campaign being not totally centered on ‘colored’ people, posts pushing for acVon and not merely discussion, comments on performers and presenters, and menVons about those who refuse to talk about the issue

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APPENDIX


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Sysomos Reports - The 2016 Oscars 2016