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Shareablee Update: The 59th Annual Grammy Awards Scorecard

Strong Social Media Presence Coupled with Minor Yearly Growth in the Traditional Ratings

From Shareablee:

Yes, there is something that can actually beat The Walking Dead on AMC.

Music’s biggest night, The 59th Annual Grammy Awards, airing on CBS and featuring five wins for Adele (including the top categories of Album, Record and Song of the Year), swept the night of Sunday, Feb. 12th, as expected, in the traditional Nielsen ratings. Moments like Beyoncé’s epic nine-minute performance, Adele flubbing her initial tribute to George Michael, and Bruno Mars honoring Prince, certainly ignited mass interest among the social media platforms (as did the politically-themed commentary).

In an analysis of social actions for the Grammys by Shareablee across Facebook, Twitter, Instagram and YouTube (from Feb. 12 and the first half of Feb. 13), the Awards Ceremony Sponsors, Presenters, and Performers drove nearly 50 million total actions. Instagram was considerably more prominent than the three other platforms driving more than half of all activity.. Based on the hashtag #grammys, a post by Demi Lovato, who performed during the Bee Gees tribute, resulted in 891,242 total actions on Instagram. The top 10 (ranked by total actions) on Instagram, including activity by Ed Sheeran, Nick Jonas, Chrissy Teigen, Zac Efron, Miley Cyrus and Halsey, actually had more social actions than anything ranked in the top 10 on Twitter, Facebook or YouTube combined.

Leading Facebook at 287,888 total actions was the reaction to singer Joy Villa’s dress via Fox News using President Donald Trump’s campaign slogan, Make America Great. Ranking No. 1 on Twitter at 108,389 total actions was a message from Ellen DeGeneres to Adele.

Demi Lovato also had the most number of total actions taken on the five individual posts she made (at 2,359,410) across Facebook, Twitter, Instagram and YouTube. Per post, the volume of actions taken for Lovato was an average 471,882. Second in total actions across the four benchmarks was Ed Sheeran, a nominee and performer on Sunday’s telecast, with his six posts at a total of 1,594,655 actions (an average of 265,776 per post). Katy Perry, with six posts, just edged out Demi Lovato for the most shares at 32,633 versus 32,398 for Lovato.

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Written by Marc Berman

Marc Berman has been writing professionally since 1999 and is the author of weekly column “Mr. Television” for Campaign US ( Most recently, Berman was the creator and Editor-in-Chief of website and newsletter TV Media Insights for Cross MediaWorks. From 1999-2011, he was the Senior Editor for Mediaweek and has also written for The New York Daily News, Variety, The Hollywood Reporter and Emmy Magazine, among others. Berman has also appeared on “Entertainment Tonight,” “Extra,” “Access Hollywood,” “Inside Edition,” “The CBS Evening News,” E!, CNN, CNBC, Fox News and MSNBC.

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