56th GRAMMY Awards Nets Record Social Media Interactions
With statistics compiled by Facebook, Instagram, Tumblr, and Twitter, The Recording Academy announced today that combined social media interactions surrounding the 56th Annual GRAMMY Awards reached a record-breaking 34 million, making Music's Biggest Night, which aired Sunday, Jan. 26, on the CBS Television Network, television's biggest social event of the 2013–2014 season, according to SocialGuide.
Based on data compiled by Twitter and 87AM, the GRAMMYs garnered 15.7 million mentions on Twitter during the broadcast, with the peak coming during the Kendrick Lamar and Imagine Dragons performance with 171,593 tweets per minute. According to Facebook data, 6.3 million people had more than 13.5 million Facebook interactions related to the 56th GRAMMYs, making it the No. 1 trending topic. Stats compiled by Union Metrics reveal that there were more than 100,000 GRAMMY-related posts created on Tumblr with more than 5.1 million reblogs and likes. Stats compiled by 87AM showed that the top three most-talked about performances were, in order, Daft Punk, Beyoncé and Jay Z, and Lamar joined by Imagine Dragons. The most-talked about artists were Lorde, Taylor Swift and Macklemore.
GRAMMY.com, the official GRAMMY website, saw visits on GRAMMY Sunday and the following day rise 15 percent from last year, with 4.6 million total unique users and 18.5 million page views for the site based on figures from Google Analytics. In partnership with CBS, The Recording Academy produced, for the fifth year, GRAMMY Live, an official second-screen companion program featuring coverage from the GRAMMY red carpet, Pre-Telecast Ceremony and backstage. GRAMMY Live's live-stream and on-demand viewing was up 100 percent over last year, generating nearly 5.5 million total streams, according to AEGDM Tremolo. The official 56th GRAMMY live-blog, syndicated globally to 38 outlets, saw a 320 percent increase in user engagement minutes and a 659 percent increase in unique visitors compared to last year based on ScribbleLive data.
On YouTube, the official GRAMMY channel saw a significant increase in views starting the week of Jan. 12 with more than 5.7 million views of original GRAMMY content leading up to Music's Biggest Night, according to Google Analytics figures. Views of content published immediately following the broadcast received 375,000 views in the first 12 hours alone.
"GRAMMY engagement continues to explode year over year as fans seek ever deeper ways to connect with Music's Biggest Night," said Evan Greene, Chief Marketing Officer for The Recording Academy. "These consistently increasing statistics underscore the overwhelming excitement and passion for the GRAMMYs, and music, across today's most meaningful social platforms."