Emmy's: Big Wins on the Second Screen

Last night saw the 67th Emmy Awards, with all the stars, laughs, speeches, and social posts that you’d expect from one of the biggest awards shows of the year. This year’s show did not disappoint, with surprise winners, some great jokes from this year’s host, Andy Samberg, and a huge amount of social buzz that kept the second screen humming right along with the first.

Big Wins

The Emmys and their two biggest hashtags (#Emmys and #Emmys2015) enjoyed a huge amount of conversation over the Red Carpet and award show. From 6 p.m. central through the show’s end promptly at 10 p.m. central, the hashtags saw over 770,000 Tweets—almost the exact same number as the 2014 show. According to the Spredfast Intelligence tool, the audience skewed slightly female, with 53% of the conversation originating from women.

The conversation peaked towards the end of the show with Viola Davis’s acceptance speech, giving the Emmys their highest Tweets Per Minute of the night at 8,470.

Top Social Nominees

Viola Davis and her inspirational speech also topped the list for social chatter for individual celebrities during the evening, followed by Jon Hamm, who finally won a trophy in Mad Men’s final season.

But other top celebrities who didn't win any trophies inspired discussions as well. Amy Poehler commanded a large share of voice with her antics both from the stage and the audience, while host Andy Samberg received a sizeable amount of mentions as well.

Top Social Shows

Three of the top shows being discussed during Emmys night belonged to HBO, but the top show may surprise you.

Veep won the night on Twitter with a share of voice over 1.5%. Game of Thrones was a close second, and multiple award winner Olive Kitteridge was in third.

Shows and Networks Posted All Night

It was a big night for television, and social teams from coast to coast were congratulating their stars, and old friends, with Tweets and posts across different social networks.

A few highlights: Arrested Development [congratulated Jeffrey Tambor]((https://twitter.com/arresteddev/status/645760728725458944) on his big Transparent win, as did Ellen. In addition, Comedy Central celebrated right along with Jon Stewart on his multiple wins.

But Celebrities Stole the Social Show (#Notashock)

Nominees, presenters, and everyone else in the building kept busy posting throughout the night. A few of our favorites? Jimmy Kimmel had fun presenting his award, Amy Poehler did her best Damien-from-Mean-Girls impression, and Uzo Aduba shared some behind-the-scenes shots as well.

Many Brands Jumped in to Celebrate the Emmys

Networks and celebs weren’t the only ones watching – and Tweeting – about the show last night. Here are a few of the highlights from different social teams that were creating content from the show.

AARP jumped on one of Andy Samberg’s jokes to highlight a cause near and dear to their hearts; Southwest leveraged the event to highlight their in-flight television service, and of course, Denny’s enjoyed Jon Hamm’s big win.

But the biggest brand win of the evening had to belong to HBO, when Andy Samberg decided to share the login information to an HBO Go account (which apparently actually worked for a short period of time.) The login was shared by Wired and MTV among others, and gave HBO a good chance to plug its offering. It’s also worth noting that the HBO shows themselves inspired serious chatter: the network received more mentions last night than many winners, including Allison Janney, Amy Schumer, Jeffrey Tambor, and Julia Louis-Dreyfus.

Big Events Always Bring the Crowds, and Big Opportunity

The 2015 Emmys went off without a hitch, and showed that once again the second screen continues to be a vital part of any live event. Whether the audience is chiming in with their opinions on the winners and losers or checking for posts from their favorite celebrity, brand, or network, most viewers are continuing to cheer on their favorites with a remote in one hand and their phone in the other.

Chris Kerns's picture

Chris Kerns

Chris Kerns has spent more than a decade defining digital strategy and is at the forefront of finding insights from digital data. He currently leads Analytics and Research at Spredfast. His research has appeared in The New York Times, Forbes, USA Today and AdWeek, among other publications.