Madonna's pain was the Brit Awards' gain as the event saw a huge jump in social engagement during last month's telecast. According to new digital stats via Brits producer BPI, there was a 95 percent increase in tweets during the Feb. 25 show compared to last year. Madonna, Kanye West, One Direction, Sam Smith and Ed Sheeran were the most talked about artists of the night, which saw 7.8 million tweets globally stacked against 4 million in 2014.
On Facebook, the show enjoyed a reach of 15 million people and across all social channels the Brits' 1.53 million followers was a 30 percent improvement over last year. More than 24 million people watched Brits-related content on the official YouTube channel, with views peaking when 1D won the fan-voted British Artist Video of the Year award. Fan engagement during the hashtag-driven voting process for 1D's win saw a 15 percent increase from last year.
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TV ratings for the Brits were also up with an average of 5.8 million viewers tuned to ITV. Globally, the live show was most popular in the United States, Poland, Brazil, Germany and Mexico. While Sheeran, Smith and One Direction were the big winners of the night, live performances usurprisingly stole the show, and there was no buzzier moment than when Madonna took a scary tumble backwards on stage due to a cape mishap. West and Taylor Swift were among the other performers.
"This year's spectacular Brits not only captured the palpable mood of optimism surrounding British music following an exceptional 12 months by our home-grown talent, it also gave more fans here and around the world the chance to engage with the awards than ever before," said BPI and Brit Awards chairman Geoff Taylor in a statement. "At peak 6.8 million viewers tuned in to ITV to enjoy the live performances, while a staggering 7.8 million tweets were posted -- almost double year on year -- helping to make the BRIT Awards 2015 the biggest digital show ever."