葛萊美獎超越奧斯卡成為在社群中最有影響力的頒獎典禮

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  • 作者: 音樂地圖
  • 葛萊美獎超越奧斯卡成為在社群中最有影響力的頒獎典禮

      201904/2509:16

    ◎根據Nielsen最近的社群內容評級調查,葛萊美獎是在社群中最有影響力的頒獎典禮。該調查監測了2018年8月1日至2019年2月24日之間播出的各個頒獎典禮在社群媒體上的活動狀況,包括轉發、分享、按讚和評論。

    ◎第61屆葛萊美獎於2019年2月10日在CBS頻道轉播,以2620萬次社群互動贏得該項調查的冠軍。最具社群影響力的頒獎禮第二名是ABC頻道轉播的奧斯卡獎,它於2019年2月24日播出,獲得了1,770萬次互動。第三至第五名分別是2018年MTV音樂獎(1220萬次互動)、NBC頻道轉播的金球獎(860萬次互動)和Univision轉播的Premio Lo Nuestro 2019拉丁音樂獎(670萬次互動)。值得注意的是,在社群媒體中影響力最大的頒獎典禮前10名中有6個是與音樂相關的。

    ◎該調查還提供了每個頒獎典禮中某個特定的時刻對整體的排名也造成影響的例子。像是Cardi B在贏得葛萊美獎之後在Instagram上的大喊動畫就引發了160萬次參與,這比一些節目在其所有官方帳號中產生的社群參與加起來還要多。相比之下,與奧斯卡相關的發文中最具社群性的是來自演員Angela Bassett,包括她在她先生Courtney B. Vance旁邊著正式服裝的一張照片,在Instagram上就有超過51.5萬次參與。葛萊美獎的主持人兼表演者Alicia Keys在向鋼琴演奏家Hazel Scott致敬的表演中同時間演奏兩架鋼琴的片段在社群媒體上造成轟動,這是當晚最具社群性的時刻,在Twitter上造成了近8萬次互動。就在致敬演出之前,Alicia Keys向社群媒體發布了一個影片鼓勵觀眾收看該表演,該則發文也獲得超過11.6萬個自有參與。在該貼文發布及表演完後的幾分鐘內,葛萊美獎的收視率甚至有所提升,整體收視率與該電視轉播的平均收視率相比上升了10%。

    詳細全文:

    The Grammy Awards are the most social awards show, according to Nielsen's recent Social Content Ratings study. The study monitored social media activity (including retweets, shares, likes and comments) for each awards show that aired between Aug. 1, 2018 and Feb. 24, 2019.

    The 61st Annual Grammy Awards (CBS), which aired on Feb. 10, 2019, won the study with 26.2 million social interactions.

    The Grammys outpaced the No. 2 most social awards show, ABC's The Oscars, which aired Feb. 24, 2019 and earned 17.7 million interactions. Rounding out the Top 5 awards shows that bring the most social media impact are the 2018 MTV Music Awards (12.2 million), NBC's Golden Globe Awards (8.6 million) and Univision's Premio Lo Nuestro 2019 (6.7 million).

    Of note, Six of the top 10 awards shows with the most social media impact were music-related shows.

    The study also offered examples of specific awards show moments that contributed to each show's overall ranking. Cardi B's animated Instagram shout out after winning her Grammy sparked 1.6 million engagements in the linear window—which is more social engagements than some shows generate across all of their official accounts combined. By comparison, the most social Oscars-related post came from talent Angela Bassett, including an image of her in formal attire beside Courtney B. Vance, with over 515,000 engagements on Instagram.

    Grammys host and performer Alicia Keys spiked on social media when she played across two pianos at once in her tribute to pianist Hazel Scott. This was the most social moment of the night, inciting close to 80,000 interactions on Twitter. Immediately before the tribute, Keys posted a video to social media encouraging audiences to tune in to the performance and garnered over 116,000 owned engagements. In the minutes following the post and during the performance, viewership toward the Grammys even saw some lift, with overall ratings experiencing upward of a 10 percent increase compared to the telecast's average rating.

    The report also states, "Discussions around award shows in particular are thriving on social media feeds, allowing fans, celebrities and businesses to gush about the winners, gaffes and viral moments that only live TV specials can provide. Not to mention, viewers can do this all in real-time, on platforms that encourage high-volume engagement that has the entire internet in on the conversation."

     

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