Archive for the ‘television’ tag
Already missing Steve Carell: Tracking tweets about The Office
With Steve Carell’s final episode of The Office coming up later this week, we’ve been tracking tweets about the show to see what people are saying about Carell’s departure and the show’s future. (In case you haven’t noticed, we really love what Twitter can tell us about how people watch television and what they think about their favorite shows.)
As you might know, Steve Carell has played the character Michael Scott throughout the first seven seasons of The Office; Michael is one of the main characters on the show. Since Carell announced that he would leave the show this season, people have been talking about what will happen to the show without him. NBC has gone to great lengths to bring on a slew of guest stars for Carell’s final episodes, including celebrities like Will Ferrell, Jim Carrey, Will Arnett, James Spader and Ray Romano. This has led to all kinds of speculation about who will replace Carell and how his replacement will (or won’t) measure up.
Over the past week, we’ve tracked tens of thousands of tweets about the show. Many viewers are sad that Michael Scott will no longer be on The Office – seriously, more than 10% of all the tweets we’ve tracked about his departure include words like “cry”, “tears” and “sad”. But lots of fans are open-minded, even optimistic, about the show’s future. In fact, very few people have expressed a desire to stop watching after Steve Carell leaves; so far, less than 1% of all tweets about the show mentioned not watching The Office anymore after this season.
What do you think? Are you a fan of The Office? Will you continue to watch after Steve Carell leaves? We’re continuing to monitor these tweets, so we’ll post an in-depth analysis after Carell’s final episode airs on Thursday.
Twitter goes Hollywood: Tweet analysis of the 83rd Academy Awards
We tracked more than a million tweets during this year’s Oscars telecast (along with partner Mass Relevance). So what did Twitter think of the show? Here’s our analysis of key moments and tweets from the show. Click here to view the full size version of this infographic.
Twitter got pretty excited when:
- Melissa Leo dropped the f-bomb during her Best Supporting Actress speech
- Toy Story 3 won Best Animated Feature
- Trent Reznor and Atticus Ross won Best Original Score for The Social Network
- The cast of Harry Potter, Twilight and other films were autotuned
- Oprah announced the Best Documentary Feature award (and when Banksy didn’t win for Exit Through the Gift Shop)
- Natalie Portman won the Best Actress Oscar
- The King’s Speech won for Best Picture
Other spikes were when:
- Mila Kunis and Justin Timberlake presented the animated awards
- James Franco dressed as Marilyn Monroe
- Christian Bale won Best Supporting Actor
- Mandy Moore and Zachary Levi’s performed the Oscar-nominated song from Tangled
- Colin Firth won the Best Actor Oscar
- PS22 sang Somewhere Over the Rainbow
By the way, our predictions for the big three Oscars were correct! As we dig more into the data over the next few days, we’ll be posting additional Academy Award tweet analysis here.
Related posts:
- What did Twitter say about the 2012 Academy Awards? Here’s a sneak peek!
- So, did Twitter correctly predict this year’s Oscar winners?
- A night at the Oscars: What did Twitter think about the 2012 Academy Awards?
- The King’s Tweets: Twitter predicts a big night for The King’s Speech at Oscars
So, did Twitter correctly predict this year’s Oscar winners?
Last week, we used a chunk of tweets about the Academy Awards to attempt to predict who would win the Oscars. Our main assumption was that the actors and film that generated the largest reach would be the ones to win. Based on that assumption, our Oscar winner predictions were:
- Best Supporting Actress: Hailee Steinfeld
- Best Supporting Actor: Geoffrey Rush
- Best Actress: Natalie Portman
- Best Actor: Colin Firth
- Best Picture: The King’s Speech
So, how did we do? Was our particular method of tweet analysis a winning one? Here are the actual winners (our predictions are in brackets, correct ones in green, wrong ones in red).
- Best Supporting Actress: Melissa Leo [Hailee Steinfeld]
- Best Supporting Actor: Christian Bale [Geoffrey Rush]
- Best Actress: Natalie Portman [Natalie Portman]
- Best Actor: Colin Firth [Colin Firth]
- Best Picture: The King’s Speech [The King’s Speech]
So, we did pretty well! We got the big three – best actor, actress and film. We missed the supporting actor and actress categories, but we used a different analysis method for those categories, so that might have something to do with. We’ll post a more detailed analysis of our Oscar data later this week, including a review of these predictions and explanation of our methodology. For now, we just wanted to give you the update. More soon!
The King’s Tweets: Twitter predicts a big night for The King’s Speech at Oscars
We’ve been tracking tweets about the Academy Awards for about a month. In that time, 213 thousand people have tweeted more than 417,000 times about the Oscars, reaching 59 million unique Twitter accounts and generating more than a billion impressions.
Over the past month, we’ve used a variety of methods to attempt to predict who will win the 83rd Academy Awards, based on tweets about the nominees. This post includes our third and final round of predictions. (See our first and second rounds here.) So, here are our final Academy Award winner predictions, based on the cumulative unique reach* of the nominees.
- Best Supporting Actress: Hailee Steinfeld (True Grit)
- Best Supporting Actor: Geoffrey Rush (The King’s Speech)
- Best Actress: Natalie Portman (Black Swan)
- Best Actor: Colin Firth (The King’s Speech)
- Best Picture: Black Swan The King’s Speech
Here’s the full list of the ten Best Picture nominees, sorted by reach.
While there are more tweets (and a higher reach) in the Black Swan Tracker than in any other film’s Tracker, this is one of the noisier Trackers we’re running. A number of tweets about Black Swan aren’t actually related to the film (many are related to the ballet or are generic references to the term “black swan”). Because of this, its position at the top of the list of Best Picture nominees is tenuous. As a comparison, a majority of the tweets in The King’s Speech Tracker are related directly to the film. Given that, we believe The King’s Speech to be the true front runner in the Best Picture race.
As a reference, here are our week-by-week comparisons.
We’ll be monitoring tweets as they come in during the awards show on Sunday, so follow @tweetreachapp on Twitter and check back here next week to see what Twitter thought of the Oscars and the award winners.
*Reach is the total number of unique Twitter accounts that received tweets about the Academy Awards. These data reflect cumulative reach since January 24, 2011. To measure reach, tweet volume and other stats, we set up a TweetReach Tracker for each Best Picture, Best Actor and Best Actress nominee.
Our full analysis of tweets about Super Bowl XLV advertising
During this year’s Super Bowl, we monitored Twitter conversation about the 26 major brands advertising during the game. From those tweets we compiled an in-depth report on Super Bowl XLV advertising. Below is a summary of that report.
The full 62-page report is based on 374,987 tweets about 26 brands and 47 commercials. The report includes brand by brand comparisons, metrics such as tweet volume, impressions and share of voice, as well as detailed discussion of successful advertising strategies. You can purchase the full Super Bowl tweet analysis report here.
Super Bowl Twitter Analysis Summary
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Chrysler Imported from Detroit ad wins Super Bowl XLV
As always, this year’s Super Bowl ads generated lots of conversation. We posted an analysis of overall Super Bowl ad winners based on tweets, but we wanted to have a more in-depth discussion here about some of the individual ads.
One of the most-buzzed about Super Bowl ads was the Groupon Tibet ad. Many people are discussing this ad, debating whether it was offensive or hilarious. No matter what you think of it, the Groupon Super Bowl ad got people talking.
But for us, the big Super Bowl ad surprise was the Chrysler Imported from Detroit commercial. Not only was this one of our personal favorites of the night, but it seemed to be Twitter’s favorite, too. We tracked more than 38,000 tweets about this ad during the game, making it the most-tweeted about ad of Super Bowl XLV, even beating out those Doritos and Bud Light commercials. In the minute immediately following the ad, conversation about Chrysler peaked at 2,816 tweets in a single minute.
As soon as the game was over, I asked around about what people thought about the ads. Overwhelmingly, people loved the Chrysler ad. Here are a few of their thoughts:
As a former Detroiter and someone who has much love for the city (hopes to end up there one day again), and has made no secret about her love for Eminem, that Eminem/Chrysler ad just made the “Superbowl commercials” for me. I felt it – it made the hair on my arms stand up – you know he loves the city. It just reminded me of the spirit and heart in that city! -Maegan S.
I have to say overall American Car companies stepped up their advertising. Fewer Midwestern guys in trucks and more “stuff I’d like to buy”. -DJ S.
The Detroit commercial was amazing – such a wonderful depiction of the city. -Kelly R.
We also generated a word cloud from tweets about the ad. We removed the words related directly to the commercial (Chrysler, Detroit, Eminem, Super Bowl, and so on) to surface people’s opinions of the ad. As you can see, the overall opinion of this ad was very positive.
The Chrysler word cloud speaks even more loudly when compared to the Groupon commercial’s word cloud. Take a look:
Tweets about Chrysler often included words such as like, great, love, good, awesome, nice, and want, while tweets about Groupon often included words such as offensive, bad, fail, taste, and kenneth (in reference to a recent controversial tweet from fashion designer Kenneth Cole). And maybe this is a case of any publicity is good publicity for Groupon, as the ad has certainly caused quite a stir. The Groupon ad is steeped in humor and irony; CEO Andrew Mason claims the commercial was intended to make fun of themselves at Groupon. But Chrysler’s ad was far less ironic; it seemed to take itself and the audience seriously. Maybe this is why people responded so positively. The Detroit ad certainly stood out from the other commercials shown before and after it, both in terms of the commercial itself and the tweets about it.
Stay tuned, as we’ve got lots more analysis of the Super Bowl tweet data coming up later this week.
So, who won the Super Bowl ad race?
A 30-second commercial in this year’s Super Bowl – Super Bowl XLV – cost each advertiser approximately $3 million. $3 million is a lot of money to spend for 30 seconds of TV air time; that’s about $100,000 a second. But one of the reasons big brands are willing to spend that kind of cash on an ad is that the ads live on through the web and social media, well beyond the 30 seconds they appear on television. Many brands even released their ads early, posting them on YouTube, Facebook and Twitter last week. And lots of these advertisers have coordinated social media campaigns around the Super Bowl, extending their reach well beyond the TV. So that $3 million could end up having a huge impact.
This weekend, we worked with Resource Interactive to monitor tweets about the brands advertising during Super Bowl XLV so we could understand which ads and which brands generated the most conversation on Twitter. We tracked Twitter mentions of the 30+ major Super Bowl advertisers, measuring tweet volume and overall impressions generated for these brands during the game. Tim Wilson has written an excellent post about his analysis at Resource.
We ranked the top-performing advertisers by overall tweet volume generated during the Super Bowl. Some of these brands ran one ad (Chrysler), while others ran multiple ads (Doritos). The winners for total brand mentions* are:
1. Doritos – 56,000+ tweets
2. Chrysler – 39,000+ tweets
3. Pepsi – 32,000+ tweets
4(tie). Best Buy – 26,000+ tweets
4(tie). Volkswagen – 26,000+ tweets
6. Anheuser-Busch – 25,000+ tweets
7. Groupon – 22,000+ tweets
8. GoDaddy.com – 19,000+ tweets
9. Chevrolet – 18,000+ tweets
10. Audi – 14,000+ tweets
And, the part you’ve all been waiting for – the most-tweeted about individual commercials. There are a few surprises in this list. No Budweiser ads in the top ten, newcomer Groupon makes an aggressive appearance, and the top ad generated nearly twice as many tweets as its next closest competitor. So, here’s the list of the top Super Bowl XLV ads by tweet volume:
1. Chrysler: Imported from Detroit
2. Doritos: House Sitting
3. Doritos: The Best Part
4. “Captain America” Movie Trailer
5. “Thor” Movie Trailer
6. “Transformers” Movie Trailer
7. Best Buy with Bieber and Ozzy
8. Pepsi Max: First Date
9. Skechers
10. Pepsi Max: Love Hurts
11. Audi: Release the Hounds
12. Snickers: Logging
13. Groupon: Tibet
Since there were three movie trailers in the top ten, we decided to list the top 13 commercials, just in case you don’t count trailers as true commercials.
We’re going to be digging into these data for further in-depth analysis over the next few days, so check back for more.
*Due to high tweet volumes about these ads during the Super Bowl, Twitter at times imposed some collection rate limits, which means that these counts include between 70% and 90% of all possible tweets. The numbers above can be interpreted directionally, just know that they are slightly lower than the true number of tweets for each brand.
Using Twitter to predict Oscar winners, week 2
Last week, we posted the first round of our Oscar predictions. This week, we want to take things a step further with our analysis.
First, here are updated results for this week’s tweet numbers. In this post, we’re going to focus on the Best Picture Race. We’ll come back to Best Actor and Best Actress next week.
There has been some movement in these results since last week. This week, Black Swam came out ahead of the King’s Speech in the three volume-based categories – overall reach, number of tweets, and number of unique contributors. The Social Network moved up to #3 in the reach race. Interestingly, the reach:exposure category includes films that don’t show up in the top five of any of the volume categories. The reach:exposure ratio reflects the diversity of the audience seeing tweets about the film, so this suggests that a wide variety of people are receiving tweets about these three films.
We recognize that simple metrics like tweet volume and reach probably aren’t enough to tell us who is going to win. The Oscars aren’t chosen by a popular vote or by members of the viewing public; they’re selected by members of the Academy of Motion Picture Arts and Sciences. So, for the purposes of our analysis, we should pay more attention to the tweets posted by people who have some insight into the Academy and what it looks for.
We’ll start with this list of 10 influential film critics on Twitter. So far, only three of these 10 critics have tweeted about who they think will win the Academy Award for Best Picture. And all three of them think it will be The King’s Speech. We’ll check back in on this list next week and see if they’ve changed their minds.
So, what does this mean? Given these results, Black Swan and The King’s Speech seem to be the top contenders for the Best Picture Oscar. However, Inception and The Social Network are not too far behind. There are still three weeks until the Academy Awards, so we’ll be back next week with another round of analysis.
Using tweets to predict Oscar winners, week 1
The nominees for the 83rd Academy Awards were announced earlier this week. The winners will be chosen on February 27. In the meantime, we thought it would be interesting to use TweetReach data to predict who might win.
There are a number of data points we could use to predict the winners. For this initial experiment, we’re going to look at four metrics: reach, exposure, tweets, and contributors. We’ll start with a baseline in today’s post and check in on the numbers every Friday until awards weekend. Then we’ll conduct a more thorough analysis and see how we did after the Oscars are handed out.
The Metrics
Reach. Reach is the number of unique Twitter streams that have had tweets about a particular topic delivered to them. Our Oscars reach hypothesis: The movie/actor that has reached the most unique people on Twitter will win the award.
Tweet Volume. The simplest predictive metric is overall tweet volume. Our hypothesis: The movie/actor that is tweeted about the most will win the Oscar.
Contributors. The number of unique contributors could tell us something about a movie’s chances for success at the Oscars. Hypothesis: The movie/actor with the most different people tweeting about it will win the Oscar.
Reach:Exposure. The ratio of reach to exposure gives us an idea of how diverse the Twitter audience for a topis is; higher R:E ratios indicate a wider and more diverse group of people received tweets about a topic. Hypothesis: The movie/actor with the highest R:E ratio will win the Oscar.
The Nominees Are…
We’ll look at the big awards, since they’ll generate the most Twitter traffic and give us the most data to analyze. This year’s nominees are:
And The Winners Are…
Interpretation and Other Thoughts
In the first week, the frontrunners are The King’s Speech and Inception for Best Picture, Colin Firth and Jesse Eisenberg for Best Actor, and Natalie Portman and Michelle Williams for Best Actress. We also wouldn’t discount True Grit in the Best Picture category, or James Franco and Annette Bening in the Best Actor and Actress categories.
One thing we notice immediately is that some of these queries are pretty noisy. For example, James Franco gets tweeted about a lot and many of those tweets aren’t specifically about the Academy Awards or his performance in 127 Hours. But for others, almost all the tweets about them are related to the Oscars or the movie. Jennifer Lawrence is a good example of this – nearly all the tweets about Jennifer relate to Winter’s Bone or the Academy Awards.
Basically, some of the nominees are so famous that it’s difficult to sort through general tweets about them to find only the ones related to the awards. Some of the numbers above reflect this, particularly when it comes to tweet volume. This applies to James Franco, Natalie Portman, and Nicole Kidman – they were in top spots for several metrics that relate directly to popularity. As we get closer to February 27, we anticipate that a higher percentage of tweets about the actors and actresses will be related to the Oscars, which will help with the noise. In addition, we’ll work on filtering out more non-relevant tweets.
The four metrics used in this post (reach, reach:exposure, tweet volume, and number of unique contributors) are just our first step in predicting this year’s Oscar winners. Next week, we’ll get into a more sophisticated analysis and see what else we can learn from how Twitter is talking about the Academy Award nominees.
How Twitter watches TV, or the Golden Globes go gaga over Glee
On Sunday, January 16, 2011, we tracked tweets containing #goldenglobes and it told us a lot about how users watch TV together on Twitter. We thought we’d make it into a nice infographic. Click here to view the full size version of our 2011 Golden Globes infographic.
