Sunday night, the Hollywood Foreign Press Association held the 74th Golden Globe Awards in Los Angeles. During the awards, we kept an eye on TV and Social Media activity surrounding the event.
The most re-broadcast moment of the Golden Globes came when Sofia Vergara misspoke about the “annual tradition” of Miss Golden Globe when introducing Sylvester Stallone’s three daughters. A close second was Meryl Streep’s acceptance speech for the Cecil B. DeMille award for Lifetime Achievement, in which she harshly criticized president-elect Donald Trump.
While Vergara’s faux misstep sparked the greatest number of re-broadcasts during the Globes, Streep’s acceptance speech created the most socially engaged moment of the night. Positive sentiment for the Golden Globes remained fairly steady throughout the evening, except for a substantial drop in sentiment immediately following Sofia Vergara’s joke, which received backlash from social media users.
The President-elect was invoked several times throughout the ceremony leading to social media engagement spikes for Donald Trump several times throughout the Golden Globes broadcast. Meryl Streep’s acceptance speech for the Cecil B. DeMille award set off a flood of social media engagements for Trump, eventually resulting in his response.
L’Oréal debuted a new campaign for its True Match product line during the Golden Globes. The ads featuring celebrities like Hari Nef and Globes attendee/L’Oréal spokesperson Blake Lively, earned the brand the most social engagements of advertisers during the show. Volkswagen’s 9 TV ad spots during the red carpet and ceremony broadcast drove a high response from the Golden Globe audience. The automaker’s 394 Social Affinity Index means people engaging with the Golden Globes were nearly 3x as likely to engage with Volkswagen. Discover’s ads focusing on common consumer issues with credit card companies took the top spot for positive sentiment during the globes with 95%.
Leading up to the Golden Globes, Best Comedy or Musical winner La La Land led in terms of social media engagement and overall nominations. The social media chatter about the film correctly predicted the record-setting night the film had in winning seven awards.
Brands can also take advantage of social media as an indicator. As excitement is sure to continue as Oscar buzz picks up post-Globes, the 4C Insights Affinity Graph™ reveals that people interested in La La Land are inclined to brands like MasterCard and Prada. These brands would benefit from advertising related to the film.
With awards season officially underway, we’ll be keeping an eye on social media buzz around films and actors leading up to the Oscars. Stay tuned to our upcoming Impact Reports for more on awards season, as well as other culture, entertainment, and political events.