Marketwire Reports - The Oscars

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Based on the data reviewed for this repor2ng period, the following insights have been provided:

•  The 85th Academy Awards generated over 6 million social media posts, 99% of which came from TwiBer >  RTs accounted for roughly 37% of all TwiBer men2ons, versus almost 60% original tweets >  As a point of comparison, this year’s Super Bowl generated over 24 million men2ons from TwiBer alone –

four 2mes greater than men2ons produced about The Oscars

•  Prior to the awards night, “Argo” generated the highest number of men2ons among the other Best Picture nominees, with men2ons amoun2ng to more than twice the content volume of the nearest film

>  The is the second year in a row that the most discussed film in the Best Picture category has gone on to win the award – last year the same trend occurred for “The Ar)st”

•  Men2ons for the 85th Academy Awards were highly favorable, with posi2ve men2ons accoun2ng for 77% of the total sen2ments, while nega2ve conversa2ons comprised 23%

>  Cri2cism regarding the unimportance of the award show lead all nega2ve men2on topics

•  The most-‐men2oned celebri2es during the awards show were winners Adele, Jennifer Lawrence and Anne Hathaway, with Adele’s win and performance becoming the second-‐most discussed theme of the night

>  The most-‐discussed event was First Lady Michelle Obama presen2ng the award for Best Picture

•  Host Seth MacFarlane failed to make an impact in terms of social media men2on volumes, with only 401,000 total men2ons posted during the show

>  The sen2ment of posts related to Seth MacFarlane was mostly favorable, though with 42% posi2ve content

Academy Awards 2013 Sample Report | February 2013 | Repor2ng Period: February 24, 2013 2

EXECUTIVE SUMMARY

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DASHBOARD Below is an overview of global social media men2ons collected related to the 85th Academy Awards. These men2ons were captured on Sunday, February 24, 2013 only.

85th ACADEMY AWARDS TOTAL MENTIONS 6,475,813

Blog Men2ons 13,668 (0%)

TwiBer Men2ons 6,434,357 (99%)

News Men2ons 17,378 (0%)

Forum Men2ons 10,410 (0%)

Gender Split Men2on Favorability (Posi2ve + Neutral)

Top Hashtags

41% 47% 12%

Academy Awards 2013 Sample Report | February 2013 | Repor2ng Period: February 24, 2013

Popular Social Media Moments (Based on Tweets per Minute) #1 – 85,300 TPM First Lady Michelle Obama presents Best Picture Award #2 – 82,300 TPM Adele’s “Skyfall” performance #3 – 71,600 TPM Jennifer Lawrence wins Best Actress in a Leading Role

and falls on her way up to accept it #4 – 64,000 TPM “Skyfall” wins Best Original Song, the first Oscar for the

James Bond film franchise #5 – 60,400 TPM Anne Hathaway wins Best Actress in a Suppor2ng Role

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85TH ACADEMY AWARD MENTIONS

POSITIVE – 41%

NEUTRAL – 47%

NEGATIVE – 12%


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ACADEMY AWARDS MENTION ANALYSIS

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The Oscars 2013 (excluding Red Carpet events) generated roughly 6.4 million men2ons with TwiBer contribu2ng 99% of the overall content. TwiBer sources had an average authority of 4, with 53% of the total tweets coming from females. Moreover, 53% of all TwiBer posts came from the USA. In terms of sen2ment, 77% of the men2ons (excluding neutral) were posi2ve. A high percentage of all posi2ve men2ons were associated with the ‘Award Winners’ from different award categories, with the “Best Actress’ and the ‘Best Picture’ awards being the most frequent topics. This trend circulated across all sources for the Academy Awards 2013 On the other hand, the rela2ve ‘Unimportance’ of the awards show produced the most nega2ve content (40%). This predominantly came from TwiBer, where people expressed their indifference toward the award show and its results.

12%

48%

17% 13%

10%

RED CARPET FASHION

AWARD WINNERS

PERFORMANCES HOSTS/ PRESENTERS

OTHER

30%

40%

13% 12%

HOSTS/ PRESENTERS

UNIMPORTANCE AWARD WINNERS

RED CARPET FASHION

6.4 Million Men+ons

7,722 est.

7,078 est.

Top RT’s Word Cloud

“Oscars”, “Oscar”, “Academy”, “Award”, “Awards”, and “2013” have been excluded from Word Cloud results.

10,939 est.


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#BESTDRESSED

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Jennifer Lawrence took the red carpet by storm and set Twi]er ablaze in a stunning Dior couture gown. Almost a quarter (23%) of all tweets featuring #BestDressed hashtag menconed J-‐Law – almost 3x more content than the next leading female (Jessica Chastain). The #BestDressed hashtag was promoted on-‐air by ABC, and helped to generate over 50K organic tweets creacng over 175 million impressions.

788 escmated RT’s

Popular RT’s Word Cloud

Super Bowl XLVII TwiBer Men2on Report | February 2013 | Repor2ng Period: February 3, 2013

“#BestDressed”, “Oscars” and “Oscars2013“SB47” have been excluded from Word Cloud results.

During The Oscars live, red carpet pre-‐show, ABC encouraged viewers to tweet who they felt was the best dressed celebrity by using #BestDressed.

Total Tweets featuing #BestDressed 76,434

Jennifer Lawrence 16,351

Jessica Chastain 4,550

Charlize Theron 3,975

Halle Berry 3,096

Anne Hathaway 3,069

704 escmated RT’s

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TOTAL MENTIONS FEB. 16-‐23

ARGO 185,068 45% 39% 16%

SILVER LININGS PLAYBOOK 78,209 42% 44% 14%

ZERO DARK THIRTY 74,890 26% 41% 33%

LES MISERABLES 72,750 27% 43% 30%

DJANGO UNCHAINED 71,708 42% 40% 18%

LIFE OF PI 64,829 42% 41% 17%

LINCOLN 43,803 50% 37% 13%

AMOUR 29,841 65% 25% 10%

BEASTS OF THE SOUTHERN WILD 21,488 29% 42% 29%

SOCIAL MEDIA PREDICTS THE BEST PICTURE WINNER

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Between February 16 and 23, Marketwire Sysomos tracked the total men2on volumes related to each of the films nominated in the Best Picture category. Based on the data analyzed, these were the most-‐discussed movies in Blogs, News, Forums and TwiBer leading into Sunday’s show.


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APPENDIX

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Booleans Used "#oscar" OR "#oscars" OR "#theoscars" OR "#oscar2013" OR "#oscars2013" OR "#oscarnoms" OR "#bestdressed" OR "#oscarroadtrip" OR "#academyawards" OR "#academyaward" OR "#oscarmystery" OR oscars OR "academy awards" OR academyawards OR "oscar night" OR "at the oscars" OR "oscar awards" OR "the oscars" OR theoscars OR “academy award” “#Best Dressed”

ARGO Argo OR “Argo2012” OR “Argo 2012” OR “Argo Movie” OR “Argo the Movie” OR “#Argo” SILVER LININGS PLAYBOOK “Silver Linings Playbook” OR “Silver Linings Playbook 2012” OR “Silver Linings Playbook Movie” OR “Silver Linings Playbook the Movie” OR “@Silver_Linings” OR “#silverliningsplaybook” OR “#SilverLinings” ZERO DARK THIRTY “Zero Dark Thirty” OR “Zero Dark Thirty 2012” OR “Zero Dark Thirty Movie” OR “Zero Dark Thirty the Movie” OR “ZeroDarkThirty” OR “#ZeroDarkThirty” LES MISERABLES (“Les Miserables” OR “Les Miserables 2012” OR “Les Miserables 2013” OR “Les Miserables Movie” OR “Les Miserables the Movie” OR “#LesMis322” OR “@LesMiserables”) AND NOT (“@Lesmisofficial” OR “lesmis.com”) DJANGO UNCHAINED “Django Unchained” OR “Django Unchained 2012 ” OR “Django Unchained 2013” OR “Django Unchained the Movie” OR “Django Unchained Movie” OR “@UnchainedMovie” OR “#djangounchained”


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APPENDIX

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LIFE OF PI “Life of Pi” OR “Life of Pi 2012” OR “Life of Pi 2013” OR “Life of Pi Movie” OR “Life of Pi the Movie” OR “@LifeofPiMovie” OR “#LifeofPi” LINCOLN (((Lincoln OR "#Lincoln") AND (movie OR film OR "Steven Spielberg" OR "Daniel Day-‐Lewis" OR "Sally Field")) OR "Lincoln 2012" OR "@lincolnmovie" OR "#lincolnmovie" OR "#lincolnfilm") AND NOT ("Abraham Lincoln Vampire Hunter" OR "Vampire Hunter") AMOUR ((Amour OR "#Amour") AND (movie OR Film OR "Michael Haneke" OR "Jean-‐Louis Trin2gnant" OR "Jean Louis Trin2gnant" OR "Emmanuelle Riva" OR "Isabelle Huppert")) OR "Amour 2012" OR "@amourfilm" OR "#Amourfilm" OR "#Amourmovie“ BEASTS OF THE SOUTHERN WILD “Beasts of the Southern Wild” OR “Beasts of the Southern Wild 2012” OR “Beasts of the Southern Wild Movie” OR “Beasts of the Southern Wild the Movie” OR “@SouthernWildMWB” OR “#beastsouhesouthernwild”


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Marketwire Reports - The Oscars