CHICAGO: Movie studios and Apple were the big marketing winners from this year's Academy Awards, according to data culled by marketing software provider Alterian.
The company used its social media platform Alterian SM2 to track the 19 brands that aired commercials during the awards ceremony, measuring Oscar-related buzz generated through channels like blogs, Facebook, and Twitter. Alterian collected 506,986 conversations from February 1 through March 7.
Summit Entertainment received the most mentions with 11,280, or 17% of all hits. Summit is the studio responsible for the film The Hurt Locker, which took home six awards, including Best Picture.
Walt Disney Pictures, with its film Up also nominated for several awards, received 10% of the total, the third most mentions.
Scott Briggs, director of business solutions with Alterian SM2, said he wasn't surprised to see the film industry do well.
“Something interesting to note is this was the first year the Academy allowed the studios to advertise, and it obviously paid off,” Briggs said. “It's entertainment related, so this is the type of audience that type of advertising would do well with.”
Apple's iPad also scored high, a fact Briggs said was to be expected, because the company debuted its first ad for the new device at the Oscars. Alterian measured the iPad spot at a social engagement index (SEI) of 407, the highest ranking of all of the brands tracked. The average SEI was 100.
Briggs noted that while Apple was predicted to generate buzz with its ad, Microsoft's spot also pulled in a high SEI, even though the company wasn't promoting a new product. Microsoft had the third highest SEI, with a rating of 228.
Briggs said this is typical of social media chatter, adding that when one brand is generating conversation, similar products and companies in that industry also receive attention.
Some of the night's worst ranked brands were JC Penney, which had the highest level of negative comments, and OxiClean, Ameriprise, and Kimberly-Clark, which had the three lowest SEI figures.
“We collected almost half-a-million mentions, and more than 66,000 of them were related to Oscar sponsors, which isn't insignificant,” Briggs said. “You couldn't have collected this type of data even two years ago.”