This year’s Golden Globes award ceremony was certainly different from 2020’s, but almost a year into COVID, we’re all pretty used to these part-live, part-remote broadcasts — which are still plagued by bad timing, muted mics and awkward silences. But that being said, Sunday was still a big night for the entertainment world, with Schitt’s Creek, The Crown and Nomadland as some of the major winners.
Below, we dive into some quick viewership and advertising highlights from the evening, using insights from Inscape, VIZIO’s TV data product with glass-level insights from a panel of more than 17 million active and opted-in smart TVs, and iSpot, the always-on TV ad measurement and attribution company.
Of all the live, linear minutes watched by VIZIO smart TVs on Feb. 28, 1.99% of the time was spent with the 78th Annual Golden Globes, putting it in fourth place for watch-time that day.
Viewership was fairly steady over the broadcast, peaking around 10:02-10:06pm ET, when Jane Fonda was announced as the recipient of the Cecil B. DeMille award and gave her acceptance speech.
Some of the top local area markets by household tune-in included Bend, OR; Palm Springs, CA; St. Louis, MO; West Palm Beach-Ft. Pierce, FL; and Ft. Myers-Naples, FL.
Inscape also took a look at what people watched before, during and after the ceremony. Some highlights:
- Leading up to the ceremony, people were likely to be watching: 60 Minutes, America’s Funniest Home Videos, Justice With Judge Jeanine, The Walking Dead and 90 Day Fiance.
- The most popular alternative TV show choices while the ceremony was going on included: American Idol, The Equalizer, NBA basketball, The Walking Dead and 90 Day Fiance, NCIS: Los Angeles, NCIS: New Orleans and The Rookie.
- After the show, people were watching SportsCenter, American Idol, The Equalizer, The Walking Dead, NCIS: New Orleans and The Rookie.
On the advertising side of things, the 78th Annual Golden Globes generated 363.3 million TV ad impressions from 198 airings of 95 spots from 66 brands. Discounting network promos, L’Oreal was a big winner for the night, with its brands taking four of the top five placements for TV ad impressions:
- L’Oreal Paris Hair Care (16.4 million TV ad impressions)
- L’Oreal Paris Cosmetics (15.4 million)
- L’Oreal Paris Skin Care (13.2 million)
- Verizon (12.6 million)
- L’Oreal Paris (12 million)
Looking at specific spots, Samsung “Different,” promoting the Galaxy S21, was the most-seen ad (not counting network promos) with 10.5 million TV ad impressions from six airings over the course of the evening. A Verizon spot, promoting its 5G capabilities with a promotion for the same Samsung device, was No. 2 for impressions with 8.5 million.
Another notable ad was L’Oreal Paris’s “Self Worth,” featuring actress Viola Davis. This spot aired three times during the evening, generating 7.8 million TV ad impressions, and presents a deeper spin on the iconic tagline “you’re worth it,” as Davis explains that, “self worth is a journey, not a destination.”
Another of L’Oreal’s most-seen ads during the evening, and the No. 5 ad by impressions for the entire broadcast (not counting network promos) — was “Don’t Settle,” featuring Eva Longoria, with 4.7 million TV ad impressions. According to an iSpot Ace Metrix survey, 29% of viewers considered the product itself the single best thing about the ad, and brand recognition for L’Oreal clocked in at 81%. One survey responded noted, “I like that the ad talks about specific ingredients that are beneficial to the skin.”