Viacom’s CMT channel recently aired its biggest tent-pole of the year, the CMT Awards. This year’s awards not surprisingly was more social than ever before. The network incorporated social strategically throughout the night to successfully trend worldwide on Twitter minutes into the beginning of the broadcast.
“Nearly every performer, song and award category trended throughout the 2.5 hour show,” CMT Awards said. The science of trending during an awards show was perfected by CMT as they ran constant #CMTAwards on air with voice overs. “Over 40 names/phrases from the show trended, with #CMTawards peaking at 5140 tpm (tweets per minute),” according to CMT. From time red carpet began, through the 2nd airing, these were the top filters in order:
- CMT – 187k
- Luke Bryan – 51k
- Carrie Underwood – 44k
- Jason Aldean – 15.6k
- Darius Rucker – 13.3k
- Pistol Annies – 12.8k
- Scotty McCreery – 12.0k
- Eric Church – 11.5k
- Rascal Flatts – 10.7k
- Kenny Chesney – 10.6k
- Jake Owen – 9.4k
- Brad Paisley – 7.0k
Mass Relevance powered the curation tools, and it provided this graph:
(Click to see larger graphic.)