On Sunday, celebrities from all sides of the entertainment ecosystem attended the 2019 E! People’s Choice Awards, a show that was simulcast on E!, Bravo, Syfy, USA Network and Universo. Big winners for the night included Avengers: Endgame, Stranger Things and musical group BLACKPINK, each receiving three awards during the course of the evening.
Below, we examine viewership and advertising highlights, as well as a look at the audience and engagement trends for one of the social influencers who won big, Bretman Rock.
First, a look at the minute-by-minute viewership of the show, courtesy of Inscape, the TV data company with glass-level insights from a panel of more than 11 million smart TVs. Viewership peaked right at the beginning with the first two awards: Comedy Act of 2019, which went to Kevin Hart, and Female Movie Star of 2019 (Zendaya for her role in Spider-Man: Far From Home). It declined at a slow but steady pace as the broadcast wore on. Those sharp, consistent dips in the graph below indicate the commercial breaks, when viewers are generally more likely to tune away, at least for a few minutes.
Inscape also provided a look at audience location across U.S. DMAs. In the heatmap below, the darker the color, the more households were tuning in. Hot spots included the Glendive, MT; Las Vegas, NV; and Los Angeles, CA DMAs among others across the country.
Turning to the brand side of things, in total there were over 172.5 million TV ad impressions from commercials during the broadcast across all four networks, according to iSpot.tv, the always-on TV ad measurement and attribution company. The most-seen spot was Discover (Banking)’s “Money Ride” with nearly 13.5 million impressions, followed by JOY by Dior’s “The New Fragrance” featuring Jennifer Lawrence (12 million impressions) and AT&T Wireless’s “OK: Translator” (7.3 million impressions).
Although Discover and Dior both made the top five list of most-seen brands during the evening, it was Subaru who took first place for the brand with the highest number of impressions (nearly 14 million).
Also worth noting is that while Netflix and Apple TV+ both aired commercials, Disney+, which launches tomorrow, did not advertise during the broadcast.
The People’s Choice Awards also included a few social influencer categories, including “Beauty Influencer of 2019.” This year, Bretman Rock was crowned the winner, and we used CreatorIQ, an influencer platform that helps companies run brand ambassador campaigns with content creators, to take a look at his audience and engagement rates on Instagram and YouTube.
Rock’s audience skews heavily female (84%) with over half (58%) between the ages of 18 and 24.
On Instagram, where he has 13.8 million followers, his engagement rate on recent posts is an impressive 10.49%, which CreatorIQ considers “excellent.” To put that in perspective, the average Instagram engagement rates of mega influencers (those with over 1 million followers) is 0.7%, so Rock is clearly killing it with his fans.
Rock has 6.7 million YouTube subscribers and commands a 4.71% engagement rate on the platform, considered “good” by CreatorIQ, and above the mega influencer average of 4%.
Rock dedicated his award to his dad, who recently passed away.