Updated: Despite what seemed like a million social media and second screen integrations (see our list of the best Oscars social media moments), last night’s Oscars fell well short of the social TV records set at the Super Bowl and the Grammy Awards. Trendrr gave it a 4.2 million social activity score (and 3.9 for the red carpet show), compared to 17.5 for the Super Bowl and 17.1 for the Grammys. Bluefin Labs measured 3.8 million social media comments for the night, compared to 13 million for the Grammys and 12.2 for the Super Bowl — but still, that 3.8 million is up 293% compared to last year’s Academy Awards (infographics below.)
Ratings-wise, Nielsen said the Oscars had a 25.5 rating and 38 share — up 4% over last year.
GetGlue says it measured 170K check-ins across the Oscars — it offered 10 stickers this time — setting a new record over the Super Bowl (160K). Last year, the Oscars attracted 31K check-ins (infographic below). And according to Trendrr, there were more than 88k people checked into Viggle, 85% of which participated in a live interactive experience, according to Trendrr’s tracking.
Mass Relevance says two moments peaked in “tweets per minute:” Hugo wins for Best visual effects (23,624 TPM) and when Octavius Spencer won best supporting actress (23,575). Also, Meryl Streep came away with the most social mentions (126,447) and Jessica Chastain won the #bestdressed category (2,892).
We’re still waiting for numbers for Twitter, which said last night tweets peaked when the documentary “Undefeated” won the Oscar and the producers dropped the F-bomb on state (which was muted.) Interestingly, this doesn’t match up with other data we’re seeing (Mass Relevance, Bluefin Labs and Trendrr). Meanwhile, TiVo said these are the top five most TiVo’d moments of the Oscars:
1. Cameron Diaz and Jennifer Lopez presenting (and a potential wardrobe malfunction from J-Lo)
2. Robert Downey, Jr. and Gwyneth Paltrow presenting
3. Meryl Streep wins the Best Actress Award
4. Octavia Spencer receiving the award for Best Actress in a Supporting Role
5. Tom Cruise announces “The Artist” as Best Picture
Here are infographics on the night from Bluefin, Trendrr and GetGlue…
- Twitter Users 'Love' the Suits Midseason Finale
- Study: Advertisers Can't Spend on TV Alone Anymore
- Seevibes Brand Affinity Index Connects Marketers with Social TV Audiences
- Nielsen Study: Significant Overlap Between People Tweeting About TV and Brands