In honor of the holiday season, in general, as well as Thanksgiving and Black Friday, specifically, StatSocial brings you this seasonal treat.
We tracked the thousands of online users talking about the 2019 Macy’s Thanksgiving Day Parade, specifically those using the heavily promoted #MacysParade hashtag. Using StatSocial’s database of over 50,000 influencer audiences, we calculated which 10 people resonate most strongly with the online audience expressing excitement about this year’s parade.
The above would make for a natural invite list for next year’s parade. Things are somewhat expectedly slanted toward New York City, but even the most local of names here is known broadly.
The results have been sorted using our index score. Employing those statistics generated by the average American online audience as our baseline, what this score tells you here is the degree to which the percentage of those tweeting #MacysParade, who are also fans of the corresponding influencer, exceed the index.
In other words, the 1% of this audience that identifies as fans of ‘Cash Cab’’s Ben Bailey exceeds the occurrence of his fans within the average U.S. online audience by 7.91 times.
A TINY BIT ABOUT WHAT WE DO
The data StatSocial utilizes for all of our insights is sourced from the earned engagement (meaning, what people read, like, follow, share, and talk about online) of over 300 million consumers. The analysis of all the content people engage with — which is made available in every StatSocial report — creates over 85,000 unique attributes per consumer.
Our analysis can be applied to virtually any sort of online audience you can imagine, from the customers of a certain brand, to the fans of a specific performer, or — as is the case here — those posting a specific phrase, name, hashtag, or anything else you can imagine, that could potentially find a bunch of individuals online being grouped together.
The footer of this entry provides a roadmap to many of the other audience insights we provide. We recommend clicking through the links there to learn more.
THE PARADE AND THE INFLUENCERS
The parade’s history is covered in detail across the web, but this Time Magazine article, from about a decade back, isn’t the worst place to start. It tells the tale of what is almost certainly the most widely-known aspect of the festivities; that being the massive character balloons that make their way downtown, past the adoring throngs and awestruck youngsters, each year.
The parade was started in the 1920s by the proprietors of New York City’s Macy’s. This, back in the days when there was just the one, and when it was the “World’s Biggest Department Store” (a title it held in reality, as well as name, until more recently than you might imagine).
Every balloon, float, band, and special guest completes their route in front of Macy’s flagship location on 34th Street.
Is that address familiar to even non-New Yorkers?
This may be why.
In 1947, people the world-over came to know of the parade thanks to the George Seaton directed, and Maureen O’Hara and (9-year old) Natalie Wood starring motion picture, ‘Miracle on 34th Street.’ A holiday-time standard for over 70-years now. Seizing upon and securing this sea-to-shining-sea awareness, in 1951 NBC started their annual, national TV coverage.
Santa Claus’ float is the last in the parade. When his sleigh reaches Macy’s front door, the Christmas shopping season has officially begun. In addition to the razzle-dazzle of the balloons, and — for those who believe — the majesty of Kris Kringle, if you didn’t know and hadn’t already guessed, celebrities participate as well. Those booked to do so end their mornings by performing in front of Macy’s.
Of those booked to perform this year, only two find favor among the #MacysParade tweeters to degrees that exceed our index (again, the average American online audience). Unsurprisingly, this pair carry musical theater credentials. First, is Broadway superstar (and primary voice of Elsa, from Disney’s ‘Frozen’), Idina Menzel, who finds favor here to a degree that exceeds our baseline by 2.28 times. The other is former ‘Glee’ star, Lea Michelle, whose admirers dwell among the #MacysParade crowd to a degree exceeding our index by 2.27 times.
And with that, we wish a healthy and happy Thanksgiving to you and your loved ones, as well as a jaunty Black Friday, and a marvelous Cyber Monday.
Watch this space, as further holiday entries are promised. With that, we’ll leave our good tidings at this for now.
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