The Grammy Awards are one of the most ostentatious events of the year. From the performances to the fashion, the night is always a production representing the most innovative arts and sounds of the year, and providing an opportunity to forecast into the future of the industry.
The Grammys are a night when music gets to show off. People don’t watch the show to simply hear whether or not their favorite artist or song won top honors in the past year. Rather, many of us watch to see what people are wearing, who wore what best and to see elaborate performances by some of our favorite artists.
In this week’s product showcase, we took a look at the audience behind The Grammys to glean nuanced insights to better understand how to effectively connect with a diverse audience.
In order to run the analysis, People Pattern ingested a small sample of followers of @TheGrammys and all those who had referenced The Grammys or #Grammys. For each each unique user, the platform pulled the most recent 200 posts and ran the text through a set of classifiers for analysis. After a day, thousands of complex portraits reflecting an audience with diverse interests and demographics emerged from the data.
Initial insights uncovered that although there was not a dramatic difference between male and female viewers, the majority of the audience was female. Considering that The Grammys were aired on CBS, the age breakdown is curious. The majority (72%) of viewers fall within the millennial demographic. Trends in millennial viewing habits have resulted in shifts away from consuming content via traditional television programming to instead consuming media “anytime, anywhere.” From the data, it is evident that millennials are finding enough value and entertainment in The Grammys to tune in and watch on the television.
Keen to know more about this audience segment, People Pattern was able to uncover key geographic hotspots around the country. Top cities included Los Angeles, New York, Chicago and the San Francisco Bay Area. More interesting to discover was that Seattle, Nashville, and Miami were home to large fan bases interested in The Grammys.
Beyond basic demographics and location, we were interested to learn more about the types of characters that tuned into the show. The top persona within The Grammys audience, making up 33% of the overall audience, fell within the Critic persona. The Grammy Critic is young, connected and digitally aware. She is opinionated and stays up-to-date with the latest in pop culture. She is interested in watching The Grammys to see what her favorite celebrities are wearing and is likely to share her thoughts with friends across her various social media profiles. Compared to the second-most common persona, she is less interested in The Grammys as a musical event than as a trending conversation.
The Grammys is one of the most exciting evenings for primetime television. Beyond an awards show, The Grammys are a spectacle where artists and celebrities push the envelope to show off daring fashion statements, outrageous performances and in Kanye West’s case, the occasional outburst. Viewers of the audience tune in to The Grammys and shows like it to witness their favorite stars on stage. More and more, these fans are turning to social media and digital platforms to opine on events taking place in real time.
This kind of behavior is not limited to The Grammys but applies to all kinds of entertainment. It is up to brands, artists and networks to base their strategies on data-driven audience intelligence in order to design a show that key audiences want to see, share and react to. By combining their existing proprietary consumer data with digital behaviors, folks in entertainment are empowered with insights into the complexities of a most opinionated audience.
To learn more about how marketers can take advantage of events for a bigger impact across digital media, download the Utilizing Audience Insights for Customer Acquisition White Paper to get started.
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