BRITs popularity drops on Twitter despite Madonna's fall

The number of BRIT Award mentions on Twitter is down by nearly half on last year's event, according to research from social analytics agency Crimson Hexagon.

Madonna: Fell over her Armani cape during her performance at the BRITs last night
Madonna: Fell over her Armani cape during her performance at the BRITs last night

Madonna’s high-profile fall during her performance dominated Twitter, with hashtags including #NoCape #BRITawards and #BRITs2015 all trending. However total Twitter mentions were 1,895,639, down on last year’s figures of 3,353,966.

The most talked about artist was One Direction with 16,327,160 mentions, even though the BRITS was not referenced, while Ed Sheeran followed with 1,606,125. The majority of users tweeting about the event were aged under 17.

Just under a fifth of those talking about the event were in London, while the second highest number of posts came from Buenos Aires with 6.48 per cent.

While overall mentions of the BRITs may be down, it seems Twitter users can't get enough of watching Madonna's fall:

While others are wondering if the whole thing was an elaborate PR stunt:

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