The first news you heard about last night’s 51st Annual CMA Awards was likely around Carrie Underwood and Brad Paisley lightly mocking Donald Trump in the opening monologue. However, that didn’t really drive viewers away — and actually earned the CMA Awards more “love” from audiences than anything else on TV this past week.
Emotional measurement company Canvs kept tabs on Emotional Reactions (ERs) on Twitter, and found the program earned over 48,000 “love” reactions — the most (by a mile) of any program on television in the time frame. Not only that, but it also had the highest percentage of “love” ERs of any program, too. At 40.8%, it was significantly higher than nearby contenders like the NFL and NBA — which all featured multiple broadcasts for different games.
Among the biggest drivers for reactions, Underwood drove over 19 percent of all ERs, to lead the way. Paisley was second, followed by Garth Brooks, Miranda Lambert and Chris Stapleton. Performances, in general, were the largest motivator through the event. The musical numbers led to nearly 30 percent of all ERs.
And despite all of the chatter about the early show reaction, the biggest spike was really later on, during the performances too. Overwhelmingly, emotions during the event were positive — with over 85 percent of ERs trending positive.