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UK Insights

The Academy Awards steal the show on Twitter

Symran Khangura

Senior Twitter TV Analyst

TV 27.02.2017 / 11:00

Academy Awards

Kantar Twitter TV Ratings for the week commencing 20th February

The most prestigious evening in Hollywood lit up our screens on Sunday 26 February, broadcast live in the UK on Sky Movies Oscars. Despite the lateness of the hour, the event received 195,817 UK Tweets from 42,025 Unique Authors, and soared to the top of our 24/7 Leaderboard for Sunday.

Host Jimmy Kimmel caused quite the stir during the event, when he Tweeted President Donald Trump live during the show. He first asked the President if he was following proceedings, Tweeting “Hey @realDonaldTrump u up?” and, after a quick confirmation from Ms Streep in the audience, let him know that “#MerylSaysHi” - in reference to the actor’s outspoken criticism of the new President at previous awards ceremonies. The moment saw a spike to nearly 1,500 UK Tweets in a single minute, and both of Kimmel’s Tweets became the top two most-Retweeted Tweets for the entire broadcast.

As expected, La La Land was the biggest winner of the night, sweeping six awards, including gongs for Best Director, Best Actress, Best Original Score and Best Cinematography - resulting in it being mentioned over 12.5K times on Twitter. But the talk of the evening occurred at the end of the night, as the mother of all mix-ups befell the Best Picture Award, mistakenly bestowed upon musical La La Land, before it was revealed Moonlight had in fact won the award. The shocking moment saw 4,950 UK Tweets sent in just three minutes, with Admiration and Criticism the top emotions present in Tweets.

Overall, this year’s ceremony commanded a 39.5 % share of all UK Twitter TV interaction for Sunday, with Tweets about the event creating an impressive 73 Million Total Impressions.

Elsewhere, the 2017 BRIT Awards were broadcast live on ITV on Wednesday 22 February. There were 546,200 Tweets sent during the broadcast window, and 18 Twitter Users Tweeting for every 1000 TV Viewers

The peak Twitter moment of the awards occurred during a live performance by Best British Group winners The 1975, during which some unexpected messages were broadcast on the screen - leading some viewers to question whether the BRITS had been hacked. Twitter users’ confusion led to nearly 23.5K Tweets sent in 3 minutes, with the word “hacked” mentioned nearly 5.5K times.

The night’s winners included British pop sensations Little Mix, winning their first ever BRIT Award for single of the year for their anthem Shout Out To My Ex – seeing the band’s handle the second most-mentioned overall during the awards, present in almost 5% of all Tweets with over 33K mentions. But it was the late great David Bowie who posthumously received not only Best British Male, but the coveted Album of the Year Awards for his final work, Blackstar. The name “Bowie” was mentioned over 10,000 times throughout the night.

Overall The BRIT awards received 663,926 Tweets during our 24/7 tracking on Wednesday, which created a total of 195.6M Impressions. The BRITS is not only this year's most-Tweeted awards show so far, but also the most-Tweeted UK broadcast of the year so far.

Source : Kantar Media

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