The 2011 BET Awards aired on Sunday night from Los Angeles. The event was backed by a massive social media campaign, including a “social meda lounge” sponsored by Ford. Based on our Twitter monitoring and analytics, fans and viewers clearly responded to this social media push.
The 2011 show saw 680,000 Tweets during the telecast – 4 times more than the ~170,000 Tweets during the 2010 awards. At it’s peak, the hash-tag reached ~7,800 Tweets per minute!
Comparing this to other major events, we see that the BET Awards drew a massive amount of attention. Not quite to at the level of the Oscars or the week Charlie Sheen arrived on Twitter, but still reaching levels that far surpass most mainstream and tech events.
So which artists were driving this conversation? We looked for mentions of the dozen performers from the event and elevated the six most mentioned within the #BETAwards conversation. The spikes map directly to their time on stage and consideration for awards. Clearly consumers were engaging in social media while watching the telecast and responding to what was happening at the event in real-time.
Looking at the relative share of voice amongst these top performers, it appears that Chris Brown won the night, with Rick Ross, Mary J Blige, and Alicia Keys also grabbing significant attention.