Posted February 25, 2013 2:59 pm by with 0 comments

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There’s a warm glow surrounding Hollywood this morning as winners gave upon their gold statuettes and network execs bask in the elevated ratings and social media mentions. The 2013 Oscar broadcast was a success. . . more or less.

Real-time social media tracking company Trendrr not only kept the count, they even provided on-screen graphics showing which celebs were trending on social media throughout the night. (I hope all your employees get the day off tomorrow after this massive effort!)

Here’s the final tally:

trendrr Oscar by the numbers

Things to note: this year’s number includes mentions from Twitter, Facebook, GetGlue and Viggle. Last year Viggle didn’t exist, but it’s still a fair comparison.

Overall, a major jump in social activity during the broadcast.

Twitter reported their own count this morning: “8.9 million Tweets about the 85th Academy Awards: 2.1 million during the red carpet, and 6.8 million during the awards show.”

There’s not a brand on the planet that wouldn’t love 8.9 million mentions, but it’s not so good if you’re in the TV special event biz. The Grammy’s had 14 million Tweets and the Super Bowl had 24 million. Wow. . . so. . . not even close.

The first big spike of social activity came when Adele performed the theme to Skyfall. As she sang, Twitter clocked 82,300 Tweets Per Minute.

Other big Twitter moments include:

  • Best Actress in a Leading Role for Jennifer Lawrence: 71,600 TPM
  • Best Original Song for Adele: 64,000 TPM
  • Best Actress in a Supporting Role for Anne Hathaway: 60,400 TPM

And the award for the most Tweets goes to. . .

Best Picture award for Argo: 85,300 TPM

(The crowd leaps to its feet as the fingers fly across the mobile phone keyboards!)

I know how marketers love demographics, so here are a couple of notes from Trendrr:

oscar social demographics

I’m fascinated by the gender split. I would have bet on a much wider margin, leaning toward the female side. I’m also surprised to see 33% of activity coming from the web. Sites such as Viggle and GetGlue are designed for mobile; so I wonder if Facebook is responsible for a large portion of the web posting?

Now zero in on the Frequency column. Oscar viewers accessed social media an average of 4.16 times during the night. Think about what that means; at least four times during the night, people felt compelled to share their thoughts about the show with others. Compelled enough to pull out their mobile phones or tablets, log-on to their favorite social media service and either post, or repost the thoughts of others. That’s no small thing.

In addition to seeing triple the action on the social media side, the Oscars also received a 4% bump in the ratings over last year.

One of the most popular social media posts of the night came from First Lady Michelle Obama.

Here’s the entire infographic from Trendrr: