- 22 gennaio 2024

Golden Globes, Oscars and More: Reaching your Audience

Maddie Giglio
Maddie Giglio
Integrated Marketing Associate
Comscore
Caleb White
Caleb White
Associate Analyst, Content & Insights
Comscore

With the Golden Globes and Emmy Awards shows behind us, awards show season is now in full swing. Check out these Comscore insights delving into the year-over-year engagement on both earned and owned social media, as well as performance on linear television between the Golden Globes, Emmys, Grammys, and Oscars.

Engagement trends on Social Media Platforms
Historically and most notably, the Golden Globes, Emmys, Grammys, and Oscars all drove their strongest engagement the day after the ceremonies aired on television, with mentions seen on Facebook and Instagram.

Awards-Show-Engagement-by-Total-Actions

Each awards ceremony drove strong engagement on owned social channels throughout each corresponding month as well, with all awards ceremonys’ profiles earning over a million actions aside from the Emmys with the lowest number of posts and total actions on Facebook and Instagram.

Awards-Shows-Actions

Awards Shows on Linear TV
Since the pandemic in 2020, there has been much discussion about the shifting viewership of these awards shows on linear television. However, it appears that viewership for these annual events may be increasing year over year for most.

Awards-Shows-Historical

The Golden Globes on CBS kicked the 2024 awards show season off this year on January 7, earning a live household rating of 9.2 – nearly 2.4 points higher than 2023’s ceremony. This was followed by January 15’s Emmy Awards on FOX. Despite airing in 2024, this year’s Emmy Awards were originally scheduled in 2023, but was cancelled due to the Writers Guild of America and SAG-AFTRA strikes. This telecast earned a live household rating of 3.9 – roughly 2.5 points lower than 2022’s broadcast. Meanwhile, the Academy Awards have maintained the highest, and most consistent, viewership throughout the last four years, earning ratings of 14 or higher in 2020, 2022 & 2023. 2021 however marked low viewership across the board for all ceremonies.

Want to maximize your impact during this year’s awards show season? Take advantage of audience targeting with Proximic by Comscore’s segments such as Award Show Fans or go even deeper with custom audiences of those who watched past years’ awards shows or people searching online for awards show information. Contact us today to learn more.

It is a busy upcoming few months, so stay tuned to see how all of your favorite awards shows perform!