Social TV highlights from the 64th Annual Primetime Emmys

By Natan Edelsburg Comment

Updated: Hill Holliday has correlated Bluefin’s data with the linear ratings and determined that “While there is a ratings peak at the time of the stunt, it’s very similar to the other peaks throughout the Emmys airing” and that the stunt “possibly”could have helped increase viewership. Another Emmys have come and gone, which means that the fall TV season is about to kick into high gear. Last nights awards felt a bit like the Modern Family Awards Show, although Jimmy Kimmel’s hosting was exceptional. Homeland also did extremely well and Hatfields & McCoys brought home a few well deserved honors. Louis C.K. was also a big winner bringing home two Emmys. What were the social TV highlights, besides of course, Tracy Morgan’s mega successful stunt? Trendrr and Bluefin Labs have reported the following.

According to Bluefin, “The 64th Primetime Emmy Awards had a total of 1.0M social media comments, a 148% year-over-year growth from the 2011 Awards, which had 427K social media comments.” In addition to the Morgan Stunt, Aaron Paul’s win for Breaking Bad also caused a big spike. Here’s how the Emmys ranked compared to other awards shows:

Comparison to other award shows:

  • 54th Annual Grammy Awards: 13.0M comments
  • 2012 MTV Video Music Awards: 12.8M comments
  • The BET Awards 2012: 8.1M comments
  • 84th Annual Academy Awards: 3.8M comments
  • 2012 MTV Movie Awards: 1.5M comments
  • 64th Primetime Emmy Awards: 1.0M comments
  • 83rd Annual Academy Awards: 966K comments
  • 2011 Billboard Music Awards: 796K comments

According to Trendrr, “The Emmy’s generated 1,262,623 total activity while on air, and 1,568,381 total activity throughout the day.” Also, “last year, the Emmy’s drove 1,109,629 total activity throughout the day, 458,752 less than this year.” Here’s how the Emmys compared to other awards shows according to Trendrr:

Award Show Tentpoles 2012 – Total Daily Activity

  • 2012 MTV Video Music Awards MTV 19,175,032
  • The 54th Annual Grammy Awards CBS 17,122,100
  • The BET Awards ’12 BET 10,128,701
  • The 84th Annual Academy Awards ABC 4,477,654
  • Teen Choice 2012 FOX 2,398,483
  • Emmy Awards ABC 1,568,381
  • 2012 MTV Movie Awards MTV 1,540,373
  • Kids’ Choice Awards Nick 1,511,403
  • Billboard Music Awards ABC 1,391,706
  • Premios Juventud Univision 938,137

Here’s Bluefin’s infographic:

Here’s Trendrr’s infogrpahic, “which illustrates the social performance of the nominated dramas throughout the seasons they were nominated for, not just last night”: