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A night at the Oscars: What did Twitter think about the 2012 Academy Awards?

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The 84th annual Academy Awards were held this weekend. As we’ve seen in years past, Twitter has a lot to say about the Academy Award winners, losers (non-winning nominees?), and the show in general.

This year, we tracked tweets about the Oscars – more than 2 million of them - throughout the show’s broadcast on Sunday, February 26, 2012, and collected them in our Academy Awards Twitter Explorer. Click around the explorer to see when tweets were posted about nominees in six of the main categories, including Best Picture, Best Actor and Best Actress. Or, read on for our take on what Twitter thought of the 2012 Academy Awards.

Twitter’s top ten favorite Oscar 2012 moments were, in order:

  1. Cirque du Soleil performance. The audience seemed entranced by the acrobatic dancers, and so did Twitter.
  2. Octavia Spencer wins Best Supporting Actress for her role in The Help. She even got a standing ovation!
  3. Hugo wins for Best Visual Effects. And a bunch of other awards too, but this category generated the most tweets.
  4. Meryl Streep wins Best Actress for The Iron Lady. This is a bit of surprise, as many expected Viola Davis to win this category. Regardless, Meryl is lovely and thanks her hairdresser.
  5. The Artist wins Best Picture. No surprise whatsoever here. And everyone loves Uggie the dog.
  6. Zach Galifianakis and Will Ferrell present Best Original Song award to Bret McKenzie for The Muppets. Bret’s work in Flight of the Conchords makes him popular on Twitter. Not to mention, Zach and Will are pretty funny guys.
  7. Christopher Plummer wins Best Supporting Actor. At 82, he’s only two years younger than the Oscars themselves.
  8. Jennifer Lopez and her possible wardrobe malfunction. Was that a shadow or something else? Twitter seems to think it was not a shadow.
  9. Jean Dujardin wins Best Actor for The Artist. Another unsurprising win. Jean seems tickled to have won, and thanks the audience in French during his speech.
  10. Angelina Jolie presents Best Adapted Screenplay to The Descendants. Angie’s provocative pose and its subsequent imitation by Jim Rash (another Twitter favorite because of his role on Community) got a big laugh.

During the three-hour awards show, we tracked 2.05 million tweets about the Oscars, with the biggest spike at 18,718 tweets in one minute (during the Cirque du Soleil performance). These numbers are up quite a bit from last year, when the 2011 Oscars garnered 1.27 million tweets and a maximum spike of 11,780 tweets per minute.

The nominees with the most Twitter mentions during the show were:

  1. Meryl Streep – 74,793 tweets
  2. Octavia Spencer – 59,957
  3. Christopher Plummer – 41,107
  4. Jean Dujardin – 23,614
  5. Rooney Mara – 23,233
  6. Brad Pitt – 18,702
  7. Viola Davis – 17,651
  8. Woody Allen – 14,280
  9. George Clooney – 13,252
  10. Martin Scorsese – 11,328

The top three films nominated for Best Picture, by tweet volume:

  1. Hugo – 110,179 tweets
  2. The Artist – 78,509
  3. The Help – 23,585

For more information about our interactive explorer, read this blog post about how and what we tracked.

Written by Jenn D

February 26th, 2012 at 9:09 pm

Posted in Events,Trends

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What did Twitter say about the 2012 Academy Awards? Here’s a sneak peek!

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Want to know what Twitter talked about during this year’s Academy Awards broadcast? We’ve been tracking Oscars tweets live and have prepared a cool visualization of those tweets so you can see – as it happened – which Oscar-nominated movies, actors and directors Twitter is talking about throughout the show! Click here or on the image below to see the tweets. Read on for more about how and what we’re tracking.

We tracked all tweets about the 84th Academy Awards during the awards show broadcast from 8:30 p.m. EST through 11:30 p.m. EST on Sunday, February 26, 2012. This includes uses of the #Oscars hashtag, @TheAcademy Twitter account, and any general mentions of the Oscars or Academy Awards.

You can drill into tweets about nominees for the following six Oscar categories:

  • Best Picture
  • Best Actor in a Leading Role
  • Best Actress in a Leading Role
  • Best Actor in a Supporting Role
  • Best Actress in a Supporting Role
  • Best Director

The large, colorful stream graph shows how many tweets are posted about each nominee every minute, grouped by award category. You can use the navigation bar at the top to change from one category to another. And you can scroll across the graph to see minute-by-minute details for that category. The smaller gray graph at the bottom shows overall Oscars-related tweet volume.

After the show, we posted our full analysis of Oscar night’s most buzzed-about people and events.

Written by Jenn D

February 26th, 2012 at 7:53 pm

Posted in Events,Trends

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Twitter goes Hollywood: Tweet analysis of the 83rd Academy Awards

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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.

Written by admin

February 28th, 2011 at 1:08 pm

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So, did Twitter correctly predict this year’s Oscar winners?

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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!

Written by Jenn D

February 27th, 2011 at 10:42 pm

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The King’s Tweets: Twitter predicts a big night for The King’s Speech at Oscars

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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.

Written by Jenn D

February 22nd, 2011 at 12:45 pm

Using Twitter to predict Oscar winners, week 2

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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.

Written by admin

February 4th, 2011 at 4:37 pm

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Using tweets to predict Oscar winners, week 1

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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.

Written by Jenn D

January 28th, 2011 at 6:56 pm

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