2011 Oscars report by Networked Insights

Fueling Intelligent Brands

NETWORKEDINSIGHTS

© 2011, Networked Insights, Inc.

Email: [email protected]

Phone: 608.237.1867

www.networkedinsights.com

How to choose a Celebrity Endorser from the Annual Academy AwardsSocial Media more and more is becoming a data source to help brands understand consumer behaviors and interests. For this year’s Oscars the social chatter revealed some stimulating data-points that we’re interesting, but not necessarily actionable for brands and advertisers. Using our proprietary Topic Discovery Engine, Networked Insights dove into the social conversations to uncover insights brands could really leverage.

Although there are conflicting reports on the number or total tweets generated by the Academy Awards, what has become evident is the changing behavior of viewers. Unlike ever before, participants are embracing a multi-screen environment, transforming The Oscar experience from a broadcast into a real-time, digital conversation amongst friends and like minded people through blogs, micro-blogs and social networks.

A lot of attention from companies monitoring social media leading up to The Oscars was around what films and actors were discussed the most. What The Trend analyzed data from the Twitter World-wide Trending Topics and developed a ranking of most discussed films. The Meltwater Group and Webtrends, while cautioning their data was more a reflection of popularity rather than predictive of Oscar winners, developed reports purporting winners and losers or rankings from the social media mentions surrounding The Oscars.

This information is interesting as it reveals what consumers are talking about, but it probably aides the studios and agents representing the films and actors most as they look to develop pricing models for products and celebrity endorsements.

Networked Insights wanted to dig deeper into the data that surrounds The Oscars to see what they could learn from the incredible volume of conversations.

Tweetbeat estimated 400,000 tweets sent during the telecast, TweetReach claims a total number more around 1,270,000.

What’s clear is social conversations are increasing around television programming with broad implications for brands and advertisers.

Social Winners: Share of Conversation by CategoryNetworked Insight’s research team clustered conversations through our proprietary technology tool known as the Topic Discovery Engine, which exposed two themes that have tangible implications for brands and advertisers. First, by isolating social media data from web properties that had specific demographic profiles, Networked Insights discovered who the most discussed actors for various product categories were.

Actor in a Leading Role

Actor in a Supporting Role

Autos Sports Beer Lovers Over 21Moms Mobile Technology

Jeremy Renner“The Town”

20%

15%

10%

5%

0%

Christian Bale“The Fighter”

Mark Ruffalo“The Kids Are

All Right”

Geoffrey Rush“The King’s

Speech”

John Hawkes“Winter’s Bone”

Jeff Bridges“True Grit”

30%

25%

20%

15%

10%

5%

0%

James Franco“127 Hours”

Colin Firth“The King’s

Speech”

Javier Bardem“Biutuful”

Jesse Eisenberg“The Social

Network”

Autos Sports Beer Lovers Over 21Moms Mobile Technology

Actress in a Leading Role

Actress in a Supporting Role

Annette Bening“The Kids are All Right”

Jennifer Lawrence“WInter’s Bone”

Michelle Williams“Blue Valentine”

Natalie Portman“Black Swan”

Nicole Kidman“Rabbit Hole”

30%

25%

20%

15%

10%

5%0%

35%

40%

Social Winners: Share of Conversation by Category

Jacki Weaver“Animal Kingdom”

10%

5%

0%

Amy Adams“The Fighter”

Hailee Steinfeld“True Grit”

Melissa Leo“The FIghter”

Helena Bonham Carter“The King’s Speech”



Phone: 608.237.1867


Category and Celebrity Endorsements Celebrity endorsements are on the rise, 24% of ads during The Oscars featured a celeb, which is a 500% increase from 2010, according to GreenLight. While it’s clear the clout of an Oscar win can impact an actor’s income for the balance of their career, what is less clear is how The Oscar losers fair.

By examining social data with tools developed exclusively for the purpose of gathering marketing insights, Networked Insights is able to uncover trends that increase the efficiency of marketing and advertising programs. Networked Insights has helped Fortune 500 clients use this capability to identify an optimal celebrity spokesperson and to validate decisions around existing endorsement agreements.

Christian Bale was the most talked about male Oscar nominee within the Autos and Sports Categories.

Colin Firth was the most talked about Oscar nominee within the Moms Category.

Natalie Portman was the most talked about Oscar nominee across all Categories except for Moms.



Phone: 608.237.1867


It’s an exciting time for consumers, brands, and marketersTechnological advances in communications and publishing are changing the frequency and speed in which people communicate with each other and brands. Social data provides a window into the digital conversations consumers are having and leading marketing organiza-tions are learning how to leverage this information to make smarter decisions. As brands experience with social media increase so does their need for improved understanding of the interactions customers are having with their brand.

Networked Insights helps brands and advertisers harness social data to discover meaningful insights that impact performance.

Questions about this report? Want a free consultation on how social data can improve your media planning and other marketing? Contact us.


Phone: 608.237.1867


Networked Insights was founded in 2006 by industry leaders and seasoned entrepreneurs in the fields of social media and customer intelligence. Headquarters are in Madison, WI, with offices in New York and Chicago.

Social data provides a window into the digital conversations consumers are having and leading marketing organizations are learning how to leverage this information to make smarter decisions.

2011 Oscars report by Networked Insights

Technology

Transcript of 2011 Oscars report by Networked Insights