In the last few years, awards shows have taken on a tail-wagging-the-dog aspect, with presenters endlessly exhorting viewers at home to tweet away and reading their tweets on air as if they constituted the finest works of Bruce Vilanch himself.
There’s something backwards about it. The people at home talking about what’s happening on TV — isn’t that the way it’s supposed to work, not the other way around?
Not anymore, and Sunday’s Oscars broadcast showed exactly why. According to data just released by Twitter, more than 37 million people viewed Oscar-related tweets on Sunday night, either on twitter.com or through one of its apps. That mean’s Twitter’s audience for the Oscars was almost as large as ABC’s, which totaled 43 million viewers. And that TV audience was the largest for an Academy Awards broadcast since 2000.
It’s impossible, but tempting, to infer a causal connection between the two numbers, especially with this year’s telecast deemed a particularly boring one by most critics. It’s easier to quantify the ways in which the second-screen conversation on Twitter extended the show’s reach.
Twitter says the 19.1 million Oscars tweets generated a total of 3.3 billion impressions, factoring in not just their audience on Twitter.com and Twitter apps but also on the many websites that embedded them.
One of those 19.1 million was the message sent by host Ellen DeGeneres that in a matter of minutes became the most retweeted tweet ever. On its own, it accounted for 32.8 million impressions, or nearly 10% of the total. This graphic breaks down how it achieved that reach:
Samsung, which supplied the phone DeGeneres used to take the photo and send the tweet as part of its sponsorship of the Oscars, was so pleased with the result it reportedly gave DeGeneres an extra $3 million to donate to charities of her choosing.
Source: Forbes Business