It wasn’t just about One Direction last night, brands won pretty big, too. Amobee Brand Intelligence was tracking digital engagement about the awards and found that T-Mobile, Kohls, and Verizon got their money’s worth for their sponsorship of the awards.
One Direction, who won Artist of the Year, generated 869,472 tweets, the most for a performing act that night. Kohl’s, which sponsored the New Artist of The Year award, generated 13,077 tweets, an increase of 645 percent from the amount of Tweets around Kohl’s in the corresponding time period.
There were 15,777 tweets around the hashtag #AMAsUnleashed which the audience could use if they wanted to try to get their tweet to appear in the T-Mobile Music Freedom Lounge live on TV during the broadcast. T-Mobile’s sponsorship of Justin Beieber‘s performance drove mixed results: they were directly mentioned in 28,890 tweets, with Twitter sentiment around them being 39 percent positive, 58 percent neutral, and 3 percent negative.
By comparison in the same time period, there were 10,170 tweets around AT&T, with Twitter sentiment being 7 percent positive, 87 percent neutral, and 6 percent negative. There were 4,176 tweets around Verizon, with Twitter sentiment being 10 percent positive, 81 percent neutral, and 9 percent negative. In that context, their AMA campaign drove real time discussion around T-Mobile and increased it’s positive sentiment in comparison to its competitors.
AMAs Performers Generating the Most Real-Time Tweets
Volume of Tweets around the most popular AMAs performers between 8pm – 11:10pm Eastern Time, November 22, 2015.
- One Direction: 869,472 tweets
- Justin Bieber: 350,199 tweets
- 5 Seconds Of Summer: 307,350 tweets
- Ariana Grande: 130,491 tweets
- Jennifer Lopez: 115,875 tweets
- The Weeknd: 110,016 tweets
- Demi Lovato: 107,775 tweets
- Selena Gomez: 74,673 tweets
- Meghan Trainor: 62,037 tweets