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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
OSCARS 2016 | TWITTER REPORT BY SYSOMOS| MARCH 2, 2016
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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%
OSCARS 2016 | TWITTER REPORT BY SYSOMOS| MARCH 2, 2016
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
5
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
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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
OSCARS 2016 | TWITTER REPORT BY SYSOMOS| MARCH 2, 2016
MOST INFLUENTIAL CELEBRITIES
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#OSCARSSOWHITE
MOST ENGAGED USERS
OSCARS 2016 | TWITTER REPORT BY SYSOMOS| MARCH 2, 2016
#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
OSCARS 2016 | TWITTER REPORT BY SYSOMOS| MARCH 2, 2016