The awards season has arrived, and Attensity Media, Attensity’s media and entertainment arm, is ready for its close-up with its analysis of what viewers are saying in social media about award winners, losers, presenters and other beautiful people – in this case, about the recent Golden Globes. In fact, the real-time data from Attensity Media’s Natural Language and Sentiment Analysis Engine was featured the next morning in The Hollywood Reporter’s coverage of the Globes.
Attensity Media found the most commonly used words, hashtags and handles across social media relating to the Golden Globes. The results showed “#goldenglobes,” “tina fey,” “amy poehler,” “jennifer lawrence,” “anne hathaway,” and “@goldenglobes” as appearing the most frequently.
As seen in the above word cloud, the social media chatter during the show revolved as heavily around the “It-Girl” award winners (namely Lawrence and Hathaway) as it did around the two hosts Fey and Poehler – which is a testament to the Saturday Night Live alums’ popularity.
Accordingly, a chart of the volume of tweets during the three-hour NBC telecast shows that while there was more activity surrounding the opening monologue, there was a massive spike in positive sentiment later in the show, coinciding with the presentation of the award for Best Actress in a Comedy. However, that spike arguably had less to do with Lena Dunham or the Girls montage, but was a reflection of the social audience reaction to staged scenes of Fey with Jennifer Lopez and Poehler nuzzling George Clooney.
High fashion is traditionally a key conversation driver for the Golden Globes, and 2013 was no exception. Attensity Media’s research shows that Tom Ford and Dior created the most social buzz by far, thanks to the stunning gowns donned by Julianne Moore and Jennifer Lawrence.
Attensity Media’s data also reveals that the event produced 3.6 million tweets, for a 24-hour total of Globes-related tweets of 4.2 million. The top three most-tweeted moments: Jennifer Lawrence’s win for Silver Linings Playbook (19,886 tweets per minute), Anne Hathaway’s win for Les Miserables (19,695 tweets per minute), and former President Clinton’s introduction of a Lincoln montage (18,290 tweets per minute).
This research was conducted by Attensity Media, whose world-class media intelligence platform enables its customers to capture, distill and understand social conversations regarding their brand or media property in real time, and provide actionable intelligence to drive marketing, programming and product decisions.