Archive for the ‘television’ tag
We worked with ESPN to measure Twitter’s reaction to this year’s X Games 17, held in Los Angeles, California from July 28-31, 2011. Hundreds of athletes from 17 countries competed in sports like skateboarding, motocross, BMX and rally car racing. And over the four days of the X Games, 97,200 people tweeted 188,813 times, generating an impressive reach of 37.7 million*.
How’d they do it?
“Our goal going in was to make the event as social as possible,” says Mick Kelleher, Associate Manager of Multimedia Content Strategy for the X Games. This was a big, integrated effort combining all the ESPN teams responsible for producing the X Games. The TV production team showed the #xgames hashtag frequently during the telecast, included athlete Twitter accounts in on-screen bios as well as showing athlete tweets on air. The social team used the @XGames Twitter account to keep their followers on Twitter up to date on all the events. The social integration even went all the way to the event site, where they encouraged fans attending the Games to tweet.
ESPN used TweetReach Pro Trackers to comprehensively track and analyze all mentions of the X Games on Twitter for the week leading up to the event and during the event itself. As you can see below, the strong results of their social strategy speak for themselves.
The most retweeted tweet about the games was from @LilTunechi, which received 905 retweets and generated more than 3 million impressions.
One of the biggest stories to come out of this year’s X Games concerned Travis Pastrana, who broke his ankle and leg in the Moto X Best Trick competition on Thursday, but later competed – and placed fourth – in the RallyCross final on Sunday.
We analyzed tweets about several events in detail, including Moto X Best Trick, Skateboarding Big Air, BMX Park Freestyle, Rally Car Racing, Skateboard Street, and RallyCross. At one point during the RallyCross final, viewers noticed something strange; 200 people tweeted that they spotted The Stig from Top Gear walk behind Brian Deegan during an interview. Here are the big moments from one our favorite X Games 17 days. Click the image for the full size version.
Congrats to all the athletes who competed this year! Thank you for an exciting and action-packed four days at X Games 17.
Here at TweetReach, we’re big fans of the Games of Thrones franchise – the books and the HBO television show. So thought it would be fun to take a look at tweets about last night’s season finale. Here’s a word cloud made from tweets about the show, courtesy of Wordle (click on the picture for full size).
Yesterday, we tracked 253,321 tweets from 160,458 Twitterers about Oprah Winfrey’s final episode of The Oprah Show. The tweets have been pouring in all week. We, along with Resource Interactive, have monitored more than 600,000 tweets about Oprah and her show this week alone. Dozens of celebrities tweeted their congratulations and opinions on Oprah’s last show, including @TheEllenShow, @ricky_martin, @MariahCarey, @RevRunWisdom, @aplusk, @DENISE_RICHARDS, @Alyssa_Milano, @michaelianblack, @kevin_nealon, @kathygriffin, and @AnnCurry.
The Oprah Show aired for most markets at 4:00 p.m. local time. During the 4:00 p.m. hour in EDT, tweets spiked up to 2,500 tweets per minute during the final moments of the show. That’s a sizable spike, but compared to the 2011 Academy Awards (11,780 tpm) or even the Chrysler ‘Imported From Detroit’ Super Bowl commercial (2,816 tpm), it’s not even close to the highest spike we’ve seen for a television event (of course The Oprah Show wasn’t aired live in all markets at the same time, so these aren’t completely equal comparisons).
A few more tidbits from the data:
- 4,511 tweets including references to tears
- 8,001 tweets mentioned crying
- 5,183 tweets referred to feeling sad
- 12 tweets used the phrase “my life is over”
But not everyone was unhappy to see the show end. Many of the most-retweeted tweets were sarcastic remarks or jokes about The Oprah Show. For example, these tweets from @funnyordie (via @robhuebel) and @DamonLindelof received 1,068 and 677 retweets, respectively.
Oprah’s main demographic is women over 35, which isn’t really Twitter’s main demographic. So some of the most popular tweets about Oprah yesterday, like the two above, had nothing to do with the content of the show. But other popular tweets were quotes from the show itself, like these:
Oprah gave out her personal email address – firstname.lastname@example.org – on air and 1,179 people tweeted about it. She’s probably going to get a lot of emails. Good thing she has the time to read all those now. Just don’t accidentally email Opera.
Yesterday marked Steve Carell’s last episode portraying Michael Scott on The Office. Preliminary Nielsen ratings show last night’s episode of The Office earned a 4.1 rating and garnered more than 8 million viewers, making it one of the most-watched episodes of the season.
We tracked nearly 40,000 tweets about The Office and Michael Scott yesterday. These tweets reached a potential audience of more than 15 million people. During the east coast airing, tweets peaked around 1,100 a minute (compared to a peak of about 100 tweets per minute in last week’s episode).
Tweets about The Office on Thursday, April 28, 2011 (all times are displayed in PDT)
The big spike occurs in the hour of 6:00pm – 7:00pm PDT (9:00pm – 10:00pm EDT), when the episode aired in the Eastern and Central time zones. Approximately 80% of the U.S. population lives in these time zones, so a majority of the live domestic audience was watching during this hour. By comparison, the smaller spike at 9:00pm PDT included 2,546 tweets.
Tweets about Michael Scott and Steve Carell on Thursday, April 28, 2011
We separately tracked tweets specifically about Michael Scott (and/or Steve Carell), which saw a sustained high volume throughout the day. There were 35,460 total tweets yesterday, reaching a potential audience of 15.57 million. Most of these tweets were either quotes from Michael Scott (including 2,068 “that’s what she said” tweets) or fans talking about how they would miss Steve Carell on the show and how sad they were that he was leaving.
The most retweeted tweet came from @Lord_Voldemort7, which received 921 retweets and generated 1,166,149 impressions.
The tweet that generated the highest exposure was from @EW, which received 35 retweets and generated 2,045,163 impressions.
Overall, it was a pretty highly tweeted event, but not even close to some of the highest tweet volumes we’ve seen, even for a television event. For example, our friends at Mass Relevance tracked more than 4 million tweets about the British Royal Wedding last night. Of course, Steve Carell’s last episode on The Office doesn’t exactly compare to the international, once-in-a-generation pageantry of a royal wedding. Regardless, fans responded positively to Michael Scott’s farewell and seem optimistic about the future of The Office. Michael Scott left a big hole that won’t be easy to fill. That’s what she said.
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.
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.
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!
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.
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.
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.