Neil Patrick Harris hosted the Oscars on Sunday night on ABC. Often referred to as the “Super Bowl for women” advertising spots started at around $2 million. Top advertisers, according to Kantar Media, Samsung, Coca-Cola, Hyundai, JCPenney, and American Express make the Oscars a part of their yearly plan, while other advertisers, such as Dove, launched a major campaign this year.
Dove partnered with Twitter to create a social first campaign to tackle the issue of negative body image, promoting their hashtag, #SpeakBeautiful.
We tracked the buzz around the top advertisers leading up to the show as well as who was tweeting during the show. American Express, JCP, and Samsung all showed an increase in mentions the day of the Oscars. The Oscar audience was mostly female (64%) and 47% of the audience is between the ages of 18–34.
The favorite brands of this audience include YouTube, Instagram, and Twitter proving this is a social savvy group. They also like HollyWood Reporter which we’ve always seen correlate with people that live tweet.
Their favorite celebrities include Neil Patrick Harris and last year’s host, Ellen Degeneres as well as Emma Watson and Anna Kendrick.