The Oscars celebrate some of the world’s most powerful visual storytelling. But, as exemplified by the 88th Academy Awards, the ceremony palpably has deeper significance within popular culture.

Every year, the Oscars are a chance for people to come together to root on their favorite films and influential celebrities (Finally, Leo!). While this was true again, the ceremony this year was markedly defined by Twitter after The Academy announced its 2016 nominees: #OscarsSoWhite.

Chris Rock unwaveringly addressed the elephant at the Oscars and his points will continue to be heard. According to our Teletrax technology, the largest global TV monitoring network that covers more than 1,300 US channels in all 210 DMAs, Rock’s opening monologue was the most rebroadcast moment of the night, beating out Leo’s Oscar victory.

While Leonardo DiCaprio’s Best Actor win was readily anticipated, his Oscar moment was only the third most engaging moment. It was support for Lady Gaga’s emotional post-performance post about being a sexual assault survivor that generated the highest social activity.

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Advertisers are taking notice of shared media experiences like the Oscars. A 30-second spot was estimated to cost between $1.9 million and $2 million, up from $1.83 million last year. And, as we reported last week, Twitter advertising spikes during shared media experiences.

Samsung was one of the advertisers continuing to make a big impact at the Oscars. This year, Samsung brought out some of its own stars on Hollywood’s biggest night to promote the Galaxy S7, Galaxy S7 Edge, and Gear VR in the longest commercial of the evening. The result was an Oscar audience 883% more likely to engage with Samsung than another advertiser or competitor.

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Netflix, which promoted the next season of House of Cards earned the second spot, though it was likely bolstered by its two Oscar documentary nominations for What Happened Miss Simone and Winter on Fire: Ukraine’s Fight for Freedom. Kohl’s bespoke acceptance speech creative for the Oscars helped the retailer land the fifth spot on the list.

Full of controversy, the 2016 Academy Awards demonstrated that today’s media landscape has shifted. Television and must-see TV moments are no longer a one-way broadcast, but rather a shared experience driven by participation and dialogue through social media that gives the event itself greater meaning in pop culture. For brands that care to be influential, being a part of these events is imperative.