A Sysomos Reports breakdown of what happened on Twitter around the 2015 Grammys.

1. www.sysomos.com | @sysomos | reports@sysomos.com
FEBRUARY 8, 2015
2015 GRAMMY AWARDS
TWITTER REPORT

2. 2015 GRAMMY AWARDS
 The 2015 Grammy Awards generated over 10.8 million mentions for a 29% content increase compared to 2014
 Twitter accounted for 99.8% of the awards night’s overall mentions
 Re-tweets accounted for 64% of Twitter content, while 33% were regular tweets and 3% were replies
 Online activity peaked at 11 PM, when Sam Smith won the Record of the Year award
 The live performances during the award show generated over 326K mentions and were the most popular theme of the
night as well as the key driver of positive conversations (33% of the overall positive content)
 Negative reactions to the announced winners constituted 37% of the overall negative content about the 2015 Grammys
TWITTER USERS’ WINNERS
 Based on the mentions for the award categories reviewed:
 People generally agreed with Sam Smith winning the Record of the Year, Song of the Year and Best New Artist awards;
positively-inclined content about Sam Smith had the highest volume for the 3 categories
 The only mismatch between an announced winner and the public vote was in the Album of the Year category, with a large
number of people stating that Beyoncé should have won the award instead of Beck
BEST & WORST DRESSED
 Taylor Swift, Miley Cyrus and Nicki Minaj topped the public Best Dressed vote
 On the other hand, Madonna and Rihanna led the Twitter users’ Worst Dressed list
2015 GRAMMY AWARDS REPORT | FEBRUARY 8, 2015 2
EXECUTIVE SUMMARY

3. 3,626,159
1,050,304
227,981
153,122
97,544
66,920
54,443
39,698
35,161
35,161
#grammys
#grammys2015
#grammysentnt
#thegrammys
#grammy
#grammynatnt
#supportyourfriends
#asknick
#itsonus
#eredcarpet
4 PM 5 PM 6 PM 7 PM 8 PM 9 PM 10 PM 11 PM
Below is an overview of mentions related to Super Bowl XLIX, the participating teams and other related Twitter data captured on February 8, 2015.
3
GRAMMY AWARDS
2015
RED CARPET PERFORMANCES WINNERS HOST
TOTAL MENTIONS
(all sources)
10,833,363
(+29% YoY)
275,863 326,078 216,365 5,970
TWITTER MENTIONS 10,812,294 (99.8%) 271,549 (98.4%) 319,828 (98.1%) 208,713 (96.5%) 5,244 (87.8%)
Red Carpet Arrivals
Sam Smith wins Song of the Year
GRAMMY AWARDS 2015 ANALYSIS
AWARD SHOW BREAKDOWN TOP HASHTAGS
2015 GRAMMY AWARDS TWITTER REPORT FEBRUARY 8, 2015
Beck wins Album of the Year
Sam Smith wins Best New Artist award
Sam Smith wins Record of the Year
President Obama's appearance on “It’s On Us”
initiative video

4. 4
Posts about the 2015 Grammy Awards show reached a total of
10.8 million mentions on February 8, with Twitter producing 99.8%
of all mentions collected. Re-tweets accounted for 64% of all
Twitter mentions. Moreover, the most retweeted tweet this day
was originally posted by Demi Lovato (30,012 re-tweets).
Sentiment-wise, 64% of mentions of the 2015 Grammys (excluding
neutral content) were positive. Live performances during the show
drove the highest percentage of positive mentions (33%). On the
other hand, mentions from users who thought that some of
winners did not deserve the award they received drove the largest
portion of the overall negative content (37%).
4%
16%
19%
28%
33%
VIEWER
SATISFACTION
RED
CARPET
FAN
FAVORITES
AWARD
WINNERS
PERFORMERS
37%
28%
16%
13%
6%
WINNERS DISFAVOR PERFORMANCE RED
CARPET
OTHER
SENTIMENT BREAKDOWN
WORD CLOUD
"Grammys2015", "TheGrammys", "Grammy's", "Grammysentnt",
and "2015"” have been excluded from Word Cloud results.
GRAMMY AWARDS 2015 ANALYSIS
TOP RE-TWEETS
33%
64%
4%
Regular Tweet
Re-Tweets
@reply
Mention Type
57%
43%
2015 GRAMMY AWARDS REPORT | FEBRUARY 8, 2015

5. 5
POSITIVE
14%
NEGATIVE
8%
NEUTRAL
78%
GRAMMY AWARDS SENTIMENT
2015 GRAMMY AWARDS REPORT | FEBRUARY 8, 2015

6. 6
TWITTER USERS’ WINNERS
RECORD OF THE YEAR
2015 GRAMMY AWARDS REPORT | FEBRUARY 8, 2015
ALBUM OF THE YEAR SONG OF THE YEAR BEST NEW ARTIST
TWITTER USERS’ WINNER TWITTER USERS’ WINNER TWITTER USERS’ WINNER TWITTER USERS’ WINNER
79,281
65,019
10,997
7,180
1,933
Beyoncé
Beck
Sam Smith
Ed Sheeran
Pharell
BECK
MORNING PHASE
9,894
3,862
2,243
1,689
1,474
Stay with Me
Shake it Off
Fancy
Chandelier
All About that
Bass
12,241
2,842
2,543
2,365
1,615
Stay with Me
Chandelier
Shake it Off
Take me to
Church
All About that
Bass
62,066
3,474
3,189
1,589
1,010
Sam Smith
HAIM
Iggy Azalea
Bastille
Brandy Clark
SAM SMITH
STAY WITH ME
SAM SMITH
STAY WITH ME
SAM SMITH
STAY WITH ME

7. 40%
19%
18%
12%
11%
Taylor Swift
Miley Cyrus
Nicki Minaj
Lady Gaga
Beyoncé
43%
34%
15%
5%
3%
Madonna
Rihanna
Charli XCX
Ariana Grande
Iggy Azalea
7
TOP RTs
BEST DRESSED VS. WORST DRESSED
61%
39%
24%
75%
1%
Regular
Tweet
Re-Tweets
@reply
MENTION TYPE
TOP RTsTOP 5 BEST DRESSED TOP 5 WORST DRESSED
WHO WAS TALKING TOP INFLUENCERS TOP SOURCES
2015 GRAMMY AWARDS REPORT | FEBRUARY 8, 2015
2.31 M FOLLOWERS
2,714 FOLLOWING
UNKNOWN
370K FOLLOWERS
662 FOLLOWING
UNITED KINGDOM
109 K FOLLOWERS
43 K FOLLOWING
BRAZIL
2.36 M FOLLOWERS
3,439 FOLLOWING
UNKNOWN

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