The American Music Awards engaged record levels of social media activity while attracting their largest television viewing audience in four years.
AMAs dominated Nelsen’s Twitter TV Ratings for the week of Nov. 18-24 as more than 7.6 million tweets went out during the broadcast and were read by an audience of 10.23 million, according to Nielsen SocialGuide. The AMA-relates tweets were authored by 1.5 million people and generated a total of 304 million impressions.
The ratings refer to Twitter activity from three hours before, during and three hours after an episode’s initial broadcast. The AMA numbers far outdistanced the week’s second place show, the Nov. 19 edition of “The Voice,” which had a Twitter audience of 3.85 million reading 778,000 tweets.
The top three moments in Twitter activity came during Taylor Swift receiving artist of the year (71,365 tweets per minute); Miley Cyrus’s show-closing performance (64,929 tweets per minute); and Lady Gaga's performance (41,571 tweets per minute). The #AMAs hashtag was mentioned more than 960,000 times on Twitter during the broadcast.
Ariana Grande, rather than any of the more-established acts, dominated overall Twitter activity with the most mentions. Grande was mentioned in 231,966 tweets, more than double the second most mentioned, One Direction’s Niall Horan, who snared 108,969 mentions, topping Cyrus by a mere 433 tweets.
The American Music Awards partnered with Twitter to debut the Vine 360 Twitter Mirror and a Twitter Mirror that uses a Samsung Galaxy Note tablet, allowing stars to take a selfie, then write messages. Dave Grohl, Imagine Dragons and Lady Antebellum were among the acts that used the device placed backstage during the broadcast.
On television, the broadcast posted ratings increases across all demos, most notably spiking 86% among 12- to 17-year-olds, according Nielsen data supplied by the show’s producer, Dick Clark Productions. Guggenheim Partners owns DCP and Billboard.