2017 Academy Awards Were Crazy, and People Loved It

Written By Jason Damata

From a sample of 1,545,619 Emotional Reactions (ERs) detected on Twitter by Canvs, the emotion analytics company, the top emotions were love (34.7%), crazy (9.2%), congrats (8.2%), enjoy (7.3%), beautiful (4.2%), with dislike (3.6%) and hate (3.2%) rounding out the top.These were the top emotionally charged moments:

  • Jimmy Kimmel won: reactions to the host ranged from love (34.7%), dislike (9.2%), funny (8.5%), enjoy (7.1%), and hate (5.0%). “Matt Damon” was a key driver of emotional reactions with 5% of all Kimmel reactions also mentioning Damon.
  • Viola Got Love and Congrats: the powerful acceptance speech from Viola Davis, was dominated by expressions of Love (47.9%), Congrats (21.8%) and beauty
  • Mahershala Ali made history, by being the first Muslim to take home the award for best supporting actor. Response to his winning was full of Love (37%) and Congrats (30.1%).
  • The End was, of course, Crazy: Canvs saw 41,234 emotional reactions that qualified as crazy in a ten-minute span at the rate of a few thousand per minute. All told nearly 50% of all emotional responses came in the last ten minutes of the broadcast and for the hour afterwards, proving a surprise ending may not have been so bad if the intention of show producers was to leave people talking, they got that.
  • Compared to 2016: Leonardo’s win last year was a top moment and drove a high ratio of love (37.6%), enjoy (8.2%), congrats (8.0%), crazy (6.0%), beautiful (2.8%), and hate (2.3%) for the show.
Jason Damata

Jason is the founder and CEO of Fabric Media, a media incubator and talent consortium. The company serves leading-edge TV disruptors- from data and analytics platforms to TV networks to emotional measurement companies. Damata has traveled the country for C-SPAN, where he worked with MSOs, produced educational political programming. He has served as CMO of Bebo when it was the world's 3rd largest social network, led marketing for Trendrr until it was acquired by Twitter and helped build the world's largest LIVE broadcast offering at explore.org where he built up a global syndication network. He is an analyst for companies on the edge of TV innovation such as iSpot, Inscape, Canvs, TNT and more.

http://linkedin.com/in/jasondamata
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