EW
YORK (TheWrap.com) - The 2012 Video Music
Awards was the most
social TV event of all-time. Or was it second?
According to social analytics company Trendrr, MTV's annual celebration of
the most popular music videos of the year was the biggest tentpole
event so far in 2012, which also makes it the biggest of all-time, excluding
political events.
The VMAs notched 19,175,032 mentions across
Twitter, Facebook, GetGlue and Viggle, besting the second-biggest event ever,
this year's Super Bowl, by almost 2 million mentions. The 2012 Grammys rank
third.
According to Bluefin Labs, another
social analytics company, the show was the second biggest social TV event ever,
trailing this year's Grammys. The VMAs registered 12.8 million social mediacomments,
while the Grammys notched 13 million.
These differing reports demonstrate the
inexactitude of social
analytics, as every company has its own measurement system.
Still, whichever way you slice it, those
numbers are huge (unlike the ratings) - and driven by women. According to
Trendrr, 71 percent of social interactions around the awards show came from
women.
In keeping with the female bent of the
tweetage, it was an R&B crooner and a spunky boy band who drove the
conversation.
By Bluefin's measurements, activity spiked
during Frank Ocean's performance of "Thinkin 'Bout You," a
stripped-down spectacle compared to the rest of the bombast, as well as when
British pop group One Direction won "Best New Artist."
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