NEWS

Adobe Digital Index reveals insights on Oscars 2015

By VARINDIA - 2015-02-25

Adobe Digital Index (ADI) has revealed interesting insights on social media buzz around the 87^th Academy Awards - the Oscars 2015 - and enabled marketers to optimise conversations for best business outcomes. The report, based on 3 million+ social buzz data using Adobe Social, examined buzz for the Best Picture, Best Actor, Best Actress, Best Director, Best Supporting Actor and Best Supporting Actress, from many social sites including blogs, Facebook, G+, Reddit, Twitter, Dailymotion, Flickr, Instagram, Tumblr, VK, Disqus, Foursquare, Metacafe, Wordpress and YouTube from January 15, when nominees were announced, through February 16. ADI revealed that with a lack of diversity in nominations, 65% of Oscar social buzz was negative - around sadness and surprise. The Best Picture category, however, received three times more mentions than last year, likely due to all of the controversy around “American Sniper” "Adobe Digital Index publishes research on digital marketing based on the analysis of anonymous aggregated data from various social media platforms. Based on the analysis of what triggers the conversations at any point in time, the digital index can help marketers better prepare for real time marketing strategies and optimise them," said Kulmeet Bawa, Director - Enterprise, South Asia, Adobe. The report also disclosed that the Best Actor category witnessed 4x less mentions than last year. This is possibly due less star power among this year’s nominees compared to last year’s nominees like Leonardo DiCaprio and Matthew McConaughey. Also, the Supporting Actor (5.4x less mentions) and Supporting Actress (2.7x less mentions) categories witnessed similar declines.