How Brands Can Still Win the Oscars Without a $2 Million TV Spot

Paid social is key to reaching fragmented awards show audiences

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Leonardo DiCaprio nearly broke the internet when he finally won an Oscar in 2016: The announcement was the most-tweeted minute of an Oscars broadcast ever, with 440,000 tweets per minute. Whether someone in this year’s telecast tops Leo’s history-making moment remains to be seen, but social media is a brand’s best bet to win big during awards season.

While TV viewership declined year over year for 2016’s biggest awards show, social media engagement increased. For instance, Twitter impressions and Facebook interactions around the Oscars jumped 5 percent and 15 percent, respectively.



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