Thursday, January 19, 2012

unique talking point

While I'm not a data geek by any stretch a couple of things were interesting about some of the top line data that emerged around the Golden Globes TV coverage in the US and it’s impact on brand mentions within social networks.

Firstly, in spectacle terms, the NFL match between Giants and Packers pipped the Globes as number one socialtv (sic) show on Sunday with over 1.5m social mentions by circa 950,000 unique authors.

The Globes came number 2 with 1.1m mentions from a smaller but more active group of 492,000 unique chatterers.

Twitter activity is said to have peaked at 6,162 tweets-per-second.

In terms of ‘traditional’ ratings again the 'football' was way ahead the Globes, which only picked up at 8pm once the match was over.

Fox: NFC Playoffs - Giants vs Packers (40.1 million viewers, 14.3 rating among adults 18-49)
NBC: Golden Globes red carpet (7.4 million, 1.9)
NBC: The 69th Annual Golden Globe Awards (16.8 million, 5.0)
Fox: Football overrun/The Simpsons (15.7 million, 6.8)

And AdAge reports that check-ins on GetGlue tripled vs last year, though the Globes ended up 4th, behind Nikita, Big Bang Theory and Fringe for the week.

Globes check-ins would most likely be real-time rather than shifted, it should be noted.

So in the Globes chatter...

Top 5 brands in social mentions – with the top contextual mentions within:

1. Prada – 42% ( predominatly Zooey Deschanel’s dress)
2. Dior – 22% (Charlize Theron 34%, Milla Kunis29%)
3. Gucci – 15% (Jessica Alba 23%]and Salma Hayek 36%)
4. Vera Wang – 4% (Sofia Vergara 55% Naya Rivera 36%)
5. Marchesa – 3% (Lea Michele 62%)

Versace will probably be be disappointed that they didn’t chart despite dressing Angelina Jolie.

Interestingly among the top ‘linear’ sponsors Loreal and Swarovski (and others ) also did not get so much as a peep in terms of buzz/wom despite the famous ‘goodie’ bags and buying 30second spots that started at $400,000 a pop, and upwards from there.

Perhaps a case of 'because you're (not) worth it'.

One could infer that from the unique talking point perspective, being on the red carpet and integral to the content was the smarter media spend?

Check the AdAge article and follow the links around.

Also a fuller analysis from Lost Remote.

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