With the help of host LL Cool J who promoted the event’s hashtag (#GRAMMYs) nearly every time he was on stage, last night’s (Feb.10, 2013) Grammys broadcast was the second most social event of 2013 with over 15.4 million social interactions, according to social TV analytics provider Trendrr.
This online activity is measured across Twitter, public facing actions on Facebook (both on profiles and pages), and second screen check-in platforms like Get Glue and Viggle.
2013's most social event so far is the Super Bowl, which set an all-time record with 52 million social interactions in one day.
The 15.4 million social interactions is a 511% increase over the 2011 Grammys, but falls short of last year’s broadcast which had 17 million interactions following Whitney Houston’s passing, which drove a large volume of online conversation during the broadcast.
Mobile interactions rose to 88% of all messages sent which is up up from 57% last year. The most used hashtag of the event, the official #GRAMMYs tag promoted by LL Cool J, was used 2.6 million times throughout the evening.
The gender breakdown of those who participated in the conversation online remained relatively unchanged over the past three years, with a 60% female - 40% male divide. Overall the qualitative sentiment of social interaciton was positive (56%), with the rest of the messages showing a split between neutral (18%) and negative (24%).
The graph below depicts a minute by minute breakdown of the volume of conversation across multiple online platforms. The top moment occurred when Frank Ocean won Contemporary Urban Album for “Channel Orange” over Chris Brown’s “Fortune.” Other peaks occurred earlier in the broadcast when Jay-Z joined Justin Timberlake on stage to perform “Suit and Tie,” and when fun. won Song of the Year.