39.9 million people tuned in to the Grammy awards on Sunday, making it the most watched Grammy show since 1984. What’s even more impressive is that the 54th annual Grammys received 13 million social media comments, beating out the previous record of 12.2 million set by Super Bowl 2012, and every other entertainment event in the past year. Comments on social media networks such as Facebook and Twitter centered mostly on Jennifer Hudson’s tribute to Whitney Houston, Adele’s return to the stage, and a performance by Chris Brown. Grammy’s 13 million social comments is a huge spike from last year’s 546,000.
CBS and The Recording Academy paid special attention to mobile, social, and digital media to make this year’s show more modern than ever. For example, the academy developed the Grammy Live app for the iPhone and iPad, which gives users access to a webcast of red carpet footage, photos, articles, and trivia questions that provide additional insight on what’s happening. Grammy Live is the first second-screen experience designed around an award show. CBS and The Recording Academy were pleased that one million unique visitors accessed the Grammy Live app on Sunday.
The Grammy awards were present on a wide range of social media platforms this year, with a Grammys Facebook page and Twitter account, as well as YouTube, Google +, Tumblr, and Foursquare. Viewers who visited social TV platform GetGlue could “check in” to the awards and receive exclusive Grammy stickers. Grammy rolled out a special Pandora station playing videos from Best New Artist nominees and music from past winners. Similarly, the official Grammy Spotify app lets users listen to music from all the past winners.
The increased focus on social media is changing the way consumers experience entertainment, with the addition of second screens, apps, blogs, and social bookmarking tools. If you have questions regarding corporate social media, Blue Interactive Agency helps companies with social media marketing, brand monitoring, and reputation management as well as an extensive list of interactive marketing services. Call us at 954-779-2801 to find out how we can help your business achieve greater reach online.