The 69th Emmys took place this year, and to the dismay of many, they had abysmal TV ratings. But, the one platform that was on fire on air day was social media. The actions and reaction of people and individuals were something to behold. So today instead of talking about what happened at the Emmys, we talk about what happened on Twitter while the Emmys aired. As most people would have guessed, the Twitterverse was focused on politics and Donald Trump.
The politics centered reaction was all thanks to Stephen Colbert, who hosted the 69th Emmy Awards. As in his show, The Late Show With Stephen Colbert, the host made numerous jokes at the expense of the present government. So much so that more than forty percent of the digital content engagement around Emmys mentioned Stephen in some form. Running second was Sean Spicer who made a cameo at the award show. Considering all social media platforms, 38% of the digital content about Emmys was centered on Spicer.
Melissa McCarthy, who won an Emmy for portraying Sean Spicer on the show Saturday Night Live, was brought up more than thirty percent of the time. While Alec Baldwin, who plays Donald Trump on the same show, was mentioned just about 30%. Another politics related figure that got about 12% mentioning was Julia Louis-Dreyfus. Julia is known for her lead role on the show Veep. While accepting her award, this was not her first win; Julia said in her speech that the show forwent an impeachment storyline in fear that it might come true in real life.
The award for the most talked about, and the most controversial topic of the Emmys broadcast was won when Sean Spicer rolled onto the stage with the iconic podium. He made fun about the crowd size gathered for the show alluding to yet another incident related to Trump. The audience capacity joke saw more than 81,000 tweets alone in less than 6 hours. More than fifty percent of these tweets had a negative sentiment while about 31 percent were neutral and the rest were positive.
The gist is that most of the digital reaction related to Emmys was political instead of being award related. Yes, some hashtags like #Emmys did trend, and even the random #DCPublicSchools saw some play time in the ether. The DC public school hashtag was propelled by the speeches of John Oliver and Dave Chapelle and was an excellent benchmark to study the real-time effect of award shows.
All the statistics related to digital content engagement were extrapolated from 600,000 sites by a marketing firm. These sites included video, mobile, web, and social platforms. The material was studied from the time Emmys starting airing till the next day to get a real picture of the effect such shows have on the audience sitting at home. The numbers show that the overall environment is more towards politics than just entertainment. Television has become a platform for social issues and ways to solve them.