Social media activity during Sunday night's Academy of Country Music telecast peaked with Taylor Swift's Entertainer of the Year win, according to Bluefin Labs (see Infographic below). Toby Keith's performance of "Solo Red Cup" had the second-most activity and Miranda Lambert's Album of the Year award for "Four the Record" win was third.
Sunday night's Academy of Country Music Awards generated 676,000 social media comments, a 331% increase over last year's telecast. Bluefin Labs measures social activity by tracking relevant key words at Twitter and Facebook.
- Beth Behrs (@BethBehrs) April 2, 2012
The social activity numbers were both "good and expected," Marc DeBevoise, SVP/GM, CBS Interactive Entertainment, tells Billboard.biz. The numbers were helped by actress Beth Behrs ( @bethberhs) from the CBS comedy "2 Broke Girls," who drove engagement and promoted the network by being CBS' social media correspondent over the weekend.
Social TV is a burgeoning segment of digital entertainment. New companies and services are being founded to change how social media can create discussions around and drive awareness of TV shows. In general, according to DeBevoise, the use of social media during telecasts now drives about 15% of CBS Interactive's overall traffic - the same as search engine optimization.
Sentiment of ACM social commentary was far more positive than negative: 28% of social activity tracked by Bluefin Labs was positive, 13% was negative and 59% was neutral. In comparison, social commentary during February's Grammy telecast, which covers a wider range of genres, was 20% positive, 21% negative and 59% neutral, according to Bluefin Labs.
But Grammy viewers were over four times as active on social media than were ACM viewers. The ACM telecast had a 3.1 rating for adults 18 to 49 -- its lowest level since 2008 - or 218,000 social comments per Nielsen rating point. February's Grammy telecast generated 13 million social media comments and earned a 14.1 rating in the 18-49 demographic, or 921,000 comments per Nielsen point.