If the Eurovision Song Contest was decided on social media, this year’s winner would be Australia’s Guy Sebastian.
The singer, whose song is called “Tonight Again”, is top of the social buzz charts for Eurovision going into the contest, according to Adobe Digital Index analysis (Adobe is CMO.com’s parent company). Australia was invited to take part in the contest as part of the event’s 60th Anniversary celebrations.
“With Guy Sebastian leading the popular vote in terms of social media volume, Eurovision may well be renamed ‘Eurovision international’ next year,” Philippe Laguerre-Auguste, Director of Communications EMEA at Adobe said.
The full ADI Eurovision Top 10, based on an algorithm combining social buzz, YouTube views, Twitter followers, and average betting odds for the event, is:
The ADI analysis used Adobe Social to look at more than 2m publicly available social mentions in multiple languages across social networks including: Facebook, Google+, Reddit, Twitter, Dailymotion, Flickr, Instagram, Tumblr, VK, Disqus, Foursquare, Metacafe, Wordpress and YouTube, as well as blogs.
The Eurovision semi-finals take place on 19 and 21 May, with the Grand Final in Vienna, Austria, on 23 May.
“With Eurovision social media data we can see how audiences are reacting across the world,” Laguerre-Auguste said. “Social popularity doesn’t guarantee a win but it certainly foreshadows how viewers will react in front of their TV screens during the event.”
As well as topping the social buzz chart, Sebastian has the most Twitter followers of the entrants (411k). However the Belarus entry--Uzari&Maimuna--has recorded the most Eurovision-related mentions in social media, while Russia’s Polina Gagarina has the most YouTube views at 3.6m. Meanwhile the bookies’ favourite is Mans Zelmerlow.
Social media mentions of Eurovision are currently running at around 10,000 a day. The UK is the country most engaged with Eurovision on social media, accounting for a quarter of all mentions. Then come Spain, which accounts for 17 percent of the buzz; The Netherlands (5 percent); The United States (4 percent); and host country Austria (3 percent).
The ADI also analysed the social sentiment around Eurovision. It discovered that more than 56 percent of the buzz relates to joy, admiration or anticipation for the event. A quarter relates to feelings of sadness--usually disappointment at the quality of a particular entry--and a further 5 percent shades into disgust--again with the quality of entries. One sample Tweet read: “England never sends good Eurovision songs, England is going to be last”.
Australia’s Sebastian is outperforming the trend on sentiment, with 60 percent of the social buzz around him relating to joy, admiration or anticipation. More than half the buzz around him is also coming from outside Australia, which may be due to the unusual circumstances of the country’s involvement in Eurovision.
Photo Credit: Eurovision/EBU, Andres Putting
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