Sunday, March 29th, NBC aired the iHeartRadio Music Awards from Los Angeles. Not surprisingly, Taylor Swift was the big winner last night and Justin Timberlake was honored with the Innovator award.
Although not as popular as other award shows, sponsors seized the opportunity to reach thousands of consumers. Two big brands of the night were Jeep and Taco Bell hosting their own contest and advertising on both digital and real time on social.
We tracked the conversation around the red carpet and show to discover the demographic information and affinities of the viewers. Taco Bell’s ads seemed to have paid off as this audience was 4.77x more likely to like Taco Bell than the average Twitter audience.