During last season of The Voice, we analyzed how the show is changing the way we watch TV with its heavy social media incorporation to drive audience engagement. On last night’s episode, The Voice teamed up with Twitter and introduced a first-ever “instant save” whereby viewers had the opportunity to vote to save one of three contestants — Jonny Gray (@jonnygraymusic), Kat Robichaud (@katrowbeeshow) and Josh Logan (@Josh_Logan).
#voicesave rules are as follows: only one Tweet per unique Twitter ID per artist will count, and you must Tweet your vote within the designated voting period using the #voicesave hashtag plus the eligible keyword of the artist you wish to save (full rules here).
The sophistication of the voting rules only goes to show that social TV is becoming increasingly significant for networks as they invest more resources into second-screen audience engagement.
Per The Voice’s analysis, Kat received the most votes and therefore was saved from elimination.
We decided to look at the total volume of Tweets (so, not unique Tweets per Twitter ID per artist) to see if the results would have been any different had multiple votes per user been allowed. Using @NBCTheVoice’s Tweets denoting the opening and closing of votes as our official timestamps, we looked at all Tweets (including RTs) using #voicesave over the 5-minute period (9:53-9:58 pm ET / 8:53-8:58 pm CT) as well as the individual totals of Tweets (and RTs) including Jonny, Kat and Josh’s names AND #voicesave over the same time period. Here’s what we found:
During the five minutes that voting was officially open, Josh actually generated the most cumulative votes with a total of 138,458. Kat came in second with a total of 130,653 votes and Jonny came in last with a total of 106,161 votes. The nearly 8,000 total vote difference between Josh and Kat is pretty substantial.
Kat initially took the lead within the first two minutes of voting, but was out-voted by Josh over the three remaining minutes.
So even though Kat had more people voting for her, Josh’s fans were the loudest and most persistent on social media. Unfortunately for him, those extra votes from individual fans didn’t help him stay in the competition.