The Odds At The Oscars. MiQ s Wager On Who s Going To Take Home The Glorious Golden Knight

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1 The Odds At The Oscars MiQ s Wager On Who s Going To Take Home The Glorious Golden Knight

2 It s Showtime On Social Twitter Trend (in percentage) There were absolutely no HIDDEN FIGURES as 19.9% of all Oscar-related tweets globally were about the Theodore Melfi movie, while a whopping 37.4% of Twitterati revelled in LA LA LAND. It seems that the dazzle of MOONLIGHT just shone on Barry Jenkin s masterpiece, with 9% of Twitter users talking about the movie. 19.9% 37.4% 9% Image Source (from left): twitter.com, twitter.com, imdb.com

3 It s Showtime On Social Percentage of Hashtag Trends The tweet volume for LA LA LAND spiked up to 52% on Feb 2 nd and 4 th, the time around which it bagged the Best Film at the Director s Guild Awards In the UK, LA LA LAND was a clear favourite, while in the US and Canada HIDDEN FIGURES was trending. UK UK & CA % HIDDEN FIGURES LA LA LAND MOONLIGHT LIGHT CA US UK Spike In Tweet Volumes 52% 52% 63% 44% 39% HELL OR HIGH WATER 57% MANCHESTER B Y THE SEA 37% Image Source (from top): dga.org,ibtimes.co.uk There was a spike in tweet volume for HIDDEN FIGURES at 63% on Jan 30 th, in the US, after the movie won the Best Ensemble at the Screen Actors Guild Awards. The initial spike in volume for MOONLIGHT was when the movie s star Mahershala Ali won the SAG Award for Best Actor in a Supporting Role. The volumes went down in both the US and the UK post that. SAG DAG UK SAG DAG US Pssst Audience Antics #01 LA LA LAND HIDDEN FIGURES MOONLIGHT LION HACKSAW RIDGE Did you know that audiences in the US searching for Oscar-related content were 2.3 times more likely to look for Trader Joe s compared to the average? Image Source (from left): lalalandmovie.com, radioabc.au

4 Denzel Washington Top Favourite in US 2012: FLIGHT Actor in a Leading Role 2001 :TRAINING DAY Actor in a Leading Role (Winner) May The Folks Be With You Region Wise Top Favourites Ryan Gosling Top Favourite in UK & CA 2006: HALF NELSON Actor in a Leading Role 1999 :THE HURRICANE Actor in a Leading Role 1992 :MALCOLM X Actor in a Leading Role 1989 :GLORY Actor in a Supporting Role (Winner) 1987:CRY FREEDOM Actor in a Supporting Role It seems like users in the US are placing their bet on a 6-time nominee and 2-time Academy Award Winner Denzel Washington Audiences in the UK and CA were unanimous in taking fancy to the 1-time Academy Award nominee Ryan Gosling 49% of Twitterati were talking about Denzel Washington, while he featured in 43% of all Oscar-related searches in the US, making him the hot favourite of the region. In the UK, 39.4% of Twitterati were tweeting about Ryan Gosling, while 50% of all Oscar-related searches among the nominees were on him. In Canada, 46% of tweets was dominated by Gosling, while 50% searched for him. Image Source (from left): vanityfair, lalalandmovie.com

5 Region Wise Second Favourites US Percentage of Tweets 32% of Twitterati in the US tweeted about Ryan Gosling, while 39% searched for him. 24% 19% 50% 12% 37% 10% 47% 39% 33% Denzel Washington Andrew Garfield Casey Affleck 7% 4% 4% Ryan Gosling Viggo Mortensen 9% 3% 7% Andrew Garfield comes in a close second in the UK, as 37.3% of users tweeting about nominees tweeted about him, while 21% searched for him. UK CA US UK Search Percentage Pssst Audience Antics #02 39% 50% 50% Denzel Washington was the second contender in Canada with 23.9% of tweets and 21% of searches. CA 8% 21% 12% Andrew Garfield 9% 12% 17% Casey Affleck 43% 18% 21% Denzel Washington Ryan Gosling It s intriguing to learn that audiences in the UK who were searching for Oscar-related content were 4 times likely than average, to buy an Audi car or surf the web for Audi products. Image Source (from top): cosmopolitain, popsugar, ebony

6 70MM Screen On The Wall, Who s The Best Actress Of Them All? Region Wise Top Favourites Meryl Streep Top Favourite in US 2013: AUGUST OSAGE COUNTY 2011: THE IRON LADY (Winner) 2009: JULIE & JULIA 2008: DOUBT 2006: THE DEVIL WEARS PRADA 2002: ADAPTATION Actress in a Supporting Role 1999: MUSIC OF THE HEART Actress in a Supporting Role Audiences in the US are playing safe as they place their bets on 19-time nominee and 3-time Academy Award winner Meryl Streep Image Source: Elle 1998: ONE TRUE THING 1995: THE BRIDGES OF MADISON COUNTY 1990 :POSTCARDS FROM THE EDGE 1988: A CRY IN THE DARK 1987: IRONWEED 1985: OUT OF AFRICA 1983: SILKWOOD 1982: SOPHIE S CHOICE (Winner) 1981: THE FRENCH LIEUTENANT S WOMAN 1979: KRAMER VS. KRAMER Actress in a Supporting Role (Winner) 1978: THE DEER HUNTER Actress in a Supporting Role

7 Emma Stone Top Favourite in UK & CA 70MM Screen On The Wall, Who s The Best Actress Of Them All? 2015: BIRDMAN Actress in a Supporting Role 55.1% of Twitterati tweeted about her, while 35% searched for Meryl Streep-related content. In the UK, 48% of tweets was dominated by Emma Stone (in comparison to other nominees), while 40% of all Oscar-related searches were about her. In Canada, 30% of the Twitter chatter was centred around Emma Stone, while 43% of all Oscar-related searches in the region were based on her, indicating that she s clearly the people s favourite. Region Wise Top Favourites UK and Canada seem to be vouching for onetime Academy Award nominee Emma Stone Image Source: lalalandmovie.com

8 Region Wise Second Favourites Percentage Tweet Meryl Streep came in a close second in the UK, as 23.5% of users on Twitter tweeted about her, while Natalie Portman dominated the searches at 26%.* 47% 23% 55% 30% 48% 25% 4% 3.8% 3% Emma Stone Isabelle Huppert 3% 9% 3% Ruth Negga Meryl Streep Natalie Portman 15% 16% 12% Andrew Garfield In the US, 26.6% of people on Twitter talked about Emma Stone, while 35% searched about Meryl Streep, making the competition an extremely close call.* CA US UK Search Percentage Pssst Audience Antics #03 40% 46% 43% 35% 14% 20% 30% of Twitterati in Canada tweeted about Emma Stone while 34% searched for Natalie Portman.* Emma Stone Isabelle Huppert 1% 1% 2% Meryl Streep 22% 26% 34% Natalie Portman Ruth Negga 1% 13% 2% It s fascinating that people in Canada looking for Oscar-related content were 2.3 times more likely to prefer Subway than the average. *amongst the nominated actresses Image Source (from top): vh1, useek.com, twitter

9 The Moment of Reckoning A Scorecard For The Social Winners Of The 2017 Oscars* Emma Stone TWEETVOLUME Denzel Washington DENZEL WASHINGTON was the clear social winner, while EMMA STONE seems to be creating a social storm! Although the tweet volume on Twitter for MERYL STREEP exceeded that of EMMA STONE, it could be due to the fact that the veteran actress was in the news for a host of other reasons! SCORE HASHTAG PREDICTION AWARD It seems the makers of the musical are going to frolic in La La Land, as LA LA LAND seems to be a definitive social winner in the movie category. TOTAL Image Source (from left): thewrap.com, pintrest, lalalandmovie.co *Tweet Volume Score: 1 Pt Hashtag Score: 1.5 Pts Award Score: 1000 Pts (Golden globe, SAG and bafta) Prediction Score: 1000 Pts (Secondary Research Websites) Considering all the noise on social media, Meryl Streep has been awarded 0.5 pts in the scoring system

10 Two Key Takeaway for Marketers 1 Increase engagement with MiQ s Social Sync: Nothing says brand marketing like a trend that s catching on like wildfire. MiQ s Social Sync enables advertisers to gauge positive and negative social media sentiment and reach out to a large number of users, by reacting to spikes in social sentiment in real-time during significant social moments. Social media, especially Twitter is where your audiences are engaging and connecting with brands. So if you re not gathering, analysing and acting upon relevant social insights then your effort at brand marketing is futile. 2 Use contextual targeting: An event like the Oscars is a treasure trove of search data that advertisers and marketers can harness and action to increase brand awareness and conversions. Target specific users based on the site domains they re visiting or keywords that they re searching for. MiQ s contextual and keyword targeting capabilities will enable precise targeting and help marketers reach relevant audiences.

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