2. EXECUTIVE
SUMMARY
Based
on
the
data
reviewed
for
this
repor2ng
period,
the
following
insights
have
been
provided:
• The
85th
Academy
Awards
generated
over
6
million
social
media
posts,
99%
of
which
came
from
TwiBer
> RTs
accounted
for
roughly
37%
of
all
TwiBer
men2ons,
versus
almost
60%
original
tweets
> As
a
point
of
comparison,
this
year’s
Super
Bowl
generated
over
24
million
men2ons
from
TwiBer
alone
–
four
2mes
greater
than
men2ons
produced
about
The
Oscars
• Prior
to
the
awards
night,
“Argo”
generated
the
highest
number
of
men2ons
among
the
other
Best
Picture
nominees,
with
men2ons
amoun2ng
to
more
than
twice
the
content
volume
of
the
nearest
film
The
is
the
second
year
in
a
row
that
the
most
discussed
film
in
the
Best
Picture
category
has
gone
on
to
win
the
>
award
–
last
year
the
same
trend
occurred
for
“The
Ar)st”
• Men2ons
for
the
85th
Academy
Awards
were
highly
favorable,
with
posi2ve
men2ons
accoun2ng
for
77%
of
the
total
sen2ments,
while
nega2ve
conversa2ons
comprised
23%
> Cri2cism
regarding
the
unimportance
of
the
award
show
lead
all
nega2ve
men2on
topics
• The
most-­‐men2oned
celebri2es
during
the
awards
show
were
winners
Adele,
Jennifer
Lawrence
and
Anne
Hathaway,
with
Adele’s
win
and
performance
becoming
the
second-­‐most
discussed
theme
of
the
night
> The
most-­‐discussed
event
was
First
Lady
Michelle
Obama
presen2ng
the
award
for
Best
Picture
• Host
Seth
MacFarlane
failed
to
make
an
impact
in
terms
of
social
media
men2on
volumes,
with
only
401,000
total
men2ons
posted
during
the
show
> The
sen2ment
of
posts
related
to
Seth
MacFarlane
was
mostly
favorable,
though
with
42%
posi2ve
content
Academy
Awards
2013
Sample
Report
|
February
2013
|
Repor2ng
Period:
February
24,
2013
|
2

3. DASHBOARD
Below
is
an
overview
of
global
social
media
men2ons
collected
related
to
the
85th
Academy
Awards.
These
men2ons
were
captured
on
Sunday,
February
24,
2013
only.
Gender
Split
Men2on
Favorability
85th
ACADEMY
AWARDS
(Posi2ve
+
Neutral)
TOTAL
MENTIONS
6,475,813
Blog
Men2ons
13,668
(0%)
TwiBer
Men2ons
6,434,357
(99%)
News
Men2ons
17,378
(0%)
Forum
Men2ons
10,410
(0%)
41%
47%
12%
Top
Hashtags
Popular
Social
Media
Moments
(Based
on
Tweets
per
Minute)
#1
–
85,300
TPM
First
Lady
Michelle
Obama
presents
Best
Picture
Award
#2
–
82,300
TPM
Adele’s
“Skyfall”
performance
#3
–
71,600
TPM
Jennifer
Lawrence
wins
Best
Actress
in
a
Leading
Role
and
falls
on
her
way
up
to
accept
it
#4
–
64,000
TPM
“Skyfall”
wins
Best
Original
Song,
the
first
Oscar
for
the
James
Bond
film
franchise
#5
–
60,400
TPM
Anne
Hathaway
wins
Best
Actress
in
a
Suppor2ng
Role
Academy
Awards
2013
Sample
Report
|
February
2013
|
Repor2ng
Period:
February
24,
2013
|
3

4. 85TH
ACADEMY
AWARD
MENTIONS
POSITIVE
–
41%
NEUTRAL
–
47%
NEGATIVE
–
12%
Academy
Awards
2013
Sample
Report
|
February
2013
|
Repor2ng
Period:
February
24,
2013
|
4

5. ACADEMY
A WARDS
M ENTION
A NALYSIS
6.4
Million
Men+ons
The
Oscars
2013
(excluding
Red
Carpet
events)
generated
roughly
6.4
million
men2ons
with
TwiBer
contribu2ng
99%
of
the
overall
content.
48%
TwiBer
sources
had
an
average
authority
of
4,
with
53%
of
the
total
tweets
coming
from
females.
Moreover,
53%
of
all
TwiBer
posts
came
40%
from
the
USA.
30%
In
terms
of
sen2ment,
77%
of
the
men2ons
(excluding
neutral)
were
posi2ve.
A
high
percentage
of
all
posi2ve
men2ons
were
associated
17%
with
the
‘Award
Winners’
from
different
award
categories,
with
the
12%
13%
13%
12%
“Best
Actress’
and
the
‘Best
Picture’
awards
being
the
most
frequent
10%
topics.
This
trend
circulated
across
all
sources
for
the
Academy
Awards
2013
On
the
other
hand,
the
rela2ve
‘Unimportance’
of
the
awards
show
RED
CARPET
AWARD
PERFORMANCES
HOSTS/
OTHER
HOSTS/
UNIMPORTANCE
AWARD
RED
CARPET
FASHION
WINNERS
PRESENTERS
PRESENTERS
WINNERS
FASHION
produced
the
most
nega2ve
content
(40%).
This
predominantly
came
from
TwiBer,
where
people
expressed
their
indifference
toward
the
award
show
and
its
results.
Top
RT’s Word
Cloud
10,939
est.
7,722
est.
7,078
est.
“Oscars”,
“Oscar”,
“Academy”,
“Award”,
“Awards”,
and
“2013”
have
been
excluded
from
Word
Cloud
results.
Academy
Awards
2013
Sample
Report
|
February
2013
|
Repor2ng
Period:
February
24,
2013
|
5

6. #BESTDRESSED
During
The
Oscars
live,
red
carpet
pre-­‐show,
ABC
encouraged
viewers
to
tweet
who
they
felt
was
the
best
dressed
celebrity
by
using
#BestDressed.
Total
Tweets
featuing
#BestDressed
76,434
Jennifer
Lawrence
took
the
red
carpet
by
storm
and
set
Twi]er
ablaze
in
a
stunning
Jennifer
Lawrence
16,351
Dior
couture
gown.
Almost
a
quarter
(23%)
of
all
tweets
featuring
#BestDressed
hashtag
menconed
J-­‐Law
–
almost
3x
Jessica
Chastain
4,550
more
content
than
the
next
leading
female
(Jessica
Chastain).
Charlize
Theron
3,975
The
#BestDressed
hashtag
was
promoted
on-­‐air
by
ABC,
and
helped
Halle
Berry
3,096
to
generate
over
50K
organic
tweets
creacng
over
175
million
impressions.
Anne
Hathaway
3,069
Popular
RT’s Word
Cloud
788
escmated
RT’s
704
escmated
RT’s
“#BestDressed”,
“Oscars”
and
“Oscars2013“SB47”
have
been
excluded
from
Word
Cloud
results.
Super
Bowl
XLVII
TwiBer
Men2on
Report
|
February
2013
|
Repor2ng
Period:
February
3,
2013
|
6

7. SOCIAL
M EDIA
P REDICTS
T HE
B EST
P ICTURE
W INNER
Between
February
16
and
23,
Marketwire
Sysomos
tracked
the
total
men2on
volumes
related
to
each
of
the
films
nominated
in
the
Best
Picture
category.
Based
on
the
data
analyzed,
these
were
the
most-­‐discussed
movies
in
Blogs,
News,
Forums
and
TwiBer
leading
into
Sunday’s
show.
TOTAL
MENTIONS
FEB.
16-­‐23
ARGO
185,068
45%
39%
16%
SILVER
LININGS
PLAYBOOK
78,209
42%
44%
14%
ZERO
DARK
THIRTY
74,890
26%
41%
33%
LES
MISERABLES
72,750
27%
43%
30%
DJANGO
UNCHAINED
71,708
42%
40%
18%
LIFE
OF
PI
64,829
42%
41%
17%
LINCOLN
43,803
50%
37%
13%
AMOUR
29,841
65%
25%
10%
BEASTS
OF
THE
SOUTHERN
WILD
21,488
29%
42%
29%
Academy
Awards
2013
Sample
Report
|
February
2013
|
Repor2ng
Period:
February
24,
2013
|
7

8. APPENDIX
Booleans
Used
"#oscar"
OR
"#oscars"
OR
"#theoscars"
OR
"#oscar2013"
OR
"#oscars2013"
OR
"#oscarnoms"
OR
"#bestdressed"
OR
"#oscarroadtrip"
OR
"#academyawards"
OR
"#academyaward"
OR
"#oscarmystery"
OR
oscars
OR
"academy
awards"
OR
academyawards
OR
"oscar
night"
OR
"at
the
oscars"
OR
"oscar
awards"
OR
"the
oscars"
OR
theoscars
OR
“academy
award”
“#Best
Dressed”
ARGO
Argo
OR
“Argo2012”
OR
“Argo
2012”
OR
“Argo
Movie”
OR
“Argo
the
Movie”
OR
“#Argo”
SILVER
LININGS
PLAYBOOK
“Silver
Linings
Playbook”
OR
“Silver
Linings
Playbook
2012”
OR
“Silver
Linings
Playbook
Movie”
OR
“Silver
Linings
Playbook
the
Movie”
OR
“@Silver_Linings”
OR
“#silverliningsplaybook”
OR
“#SilverLinings”
ZERO
DARK
THIRTY
“Zero
Dark
Thirty”
OR
“Zero
Dark
Thirty
2012”
OR
“Zero
Dark
Thirty
Movie”
OR
“Zero
Dark
Thirty
the
Movie”
OR
“ZeroDarkThirty”
OR
“#ZeroDarkThirty”
LES
MISERABLES
(“Les
Miserables”
OR
“Les
Miserables
2012”
OR
“Les
Miserables
2013”
OR
“Les
Miserables
Movie”
OR
“Les
Miserables
the
Movie”
OR
“#LesMis322”
OR
“@LesMiserables”)
AND
NOT
(“@Lesmisofficial”
OR
“lesmis.com”)
DJANGO
UNCHAINED
“Django
Unchained”
OR
“Django
Unchained
2012
”
OR
“Django
Unchained
2013”
OR
“Django
Unchained
the
Movie”
OR
“Django
Unchained
Movie”
OR
“@UnchainedMovie”
OR
“#djangounchained”
Academy
Awards
2013
Sample
Report
|
February
2013
|
Repor2ng
Period:
February
24,
2013
|
8

9. APPENDIX
LIFE
OF
PI
“Life
of
Pi”
OR
“Life
of
Pi
2012”
OR
“Life
of
Pi
2013”
OR
“Life
of
Pi
Movie”
OR
“Life
of
Pi
the
Movie”
OR
“@LifeofPiMovie”
OR
“#LifeofPi”
LINCOLN
(((Lincoln
OR
"#Lincoln")
AND
(movie
OR
film
OR
"Steven
Spielberg"
OR
"Daniel
Day-­‐Lewis"
OR
"Sally
Field"))
OR
"Lincoln
2012"
OR
"@lincolnmovie"
OR
"#lincolnmovie"
OR
"#lincolnfilm")
AND
NOT
("Abraham
Lincoln
Vampire
Hunter"
OR
"Vampire
Hunter")
AMOUR
((Amour
OR
"#Amour")
AND
(movie
OR
Film
OR
"Michael
Haneke"
OR
"Jean-­‐Louis
Trin2gnant"
OR
"Jean
Louis
Trin2gnant"
OR
"Emmanuelle
Riva"
OR
"Isabelle
Huppert"))
OR
"Amour
2012"
OR
"@amourfilm"
OR
"#Amourfilm"
OR
"#Amourmovie“
BEASTS
OF
THE
SOUTHERN
WILD
“Beasts
of
the
Southern
Wild”
OR
“Beasts
of
the
Southern
Wild
2012”
OR
“Beasts
of
the
Southern
Wild
Movie”
OR
“Beasts
of
the
Southern
Wild
the
Movie”
OR
“@SouthernWildMWB”
OR
“#beastsouhesouthernwild”
Academy
Awards
2013
Sample
Report
|
February
2013
|
Repor2ng
Period:
February
24,
2013
|
9

10. CONNECT
WITH
US
marketwire.com/MarketwireReports
866.483.3338
@marketwire
blog.marketwire.com
v.com/marketwire
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