Radio Disney Music Awards on Twitter: Why YouTuber Jacob Whitesides Drove the Conversation

By Adam Flomenbaum Comment

The Radio Disney Music Awards aired last Sunday, and while the linear ratings were sharply down compared to last year, it still managed to drive 179,000 tweets, good for 10th on Nielsen Social’s Twitter TV ratings chart for the week of 4/20.

According to our analytics partners Canvs – the first completely syndicated qualitative social TV platform – 62,650 of the 179,000 tweets (Nielsen Social) about the show were emotional reactions. The show’s top moment came when Fifth Harmony won the award for Best Music Group.

Overall, the reactions were very positive. Here are some of the words from certain emotional word clusters:

Love included: “best,” “yas,” and “killing it”

Congrats included: “well done,” “props,” and “proud”

Excited included: “can’t wait,” freak out,” “and “hyped.”

Beautiful included: “cute,” “hot,” and “adorable.”

Below, additional analysis from Sheila Seles, Product Services and Marketing Lead at Canvs, followed by an infographic:

The first thing we said when we saw this data was, “Who is Jacob Whitesides?” He wasn’t a presenter or a performer at the awards, yet the YouTube star was mentioned in 24% of all reactions, more than teen sensations we’ve heard of like 5Sos and Fifth Harmony. In fact, #rdmaswithjacob was mentioned in 35% of all reactions, making it the most popular hashtag of the night. The Jacob Whitesides phenomenon reminds us of another young star who got his start on YouTube. Will Whitesides become the next Bieber? Check out our graphic and you’ll be able to say you knew him when.

150423_Canvs-Your-Audience_RadioDisneyMusicAwards

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