The 97th Academy Awards ceremony took place on 2 March 2025 and it was full of surprises and very emotional. The Academy Awards ceremony (commonly referred to as Oscars) continues to attract millions of spectators worldwide. Based on Nielsen data, some 19.7 million spectators viewed the ceremony in the US alone.
With its wins and plot twists, strong speeches, politically colored references and moments that went viral on social media, the event proved once again that it is an important institution that affects culture and public discussions on a global level – in spite of the technical issues and the funny moments that often accompany a live event.
Publicity data available on the Brandwatch platform recorded last week’s social media discussions about the 97th Academy Awards ceremony.
Buzz Increase & Time Evolution
Between 27 February and 5 March, Brandwatch platform collected 6,217 Oscar references on social media, increased by 495% compared to the previously measured time period. Discussions peaked on 3 March, one day after the ceremony, dominated by the analyses and reactions of social media users.
The below benchmarking diagram depicts the volume of relevant references per social media channel, compared to the previously measured time period. X, Facebook and Instagram discussions recorded a significant increase. Discussions in other social media channels remained limited. 
The Highlights of the Ceremony
As depicted on the following Word Cloud, most commented-upon topics on social media were: 25-year-old Mikey Madison winning Best Actress on a leading role for Anora, instead of front-runner Demi Moore, the moving speech of Zoe Saldaña after winning Best Supporting Actress for Emilia Pérez and the long speech of Adrien Brody after winning Best Actor on a Leading Role.
In Greece, the 97th Academy Awards ceremony was naturally connected to news topics and ironic references to politicians, especially in connection to the tragic Tempi train wreck and the recent mass protests in the memory of the Tempi victims.
Social Listening & Insights
Oscars is not just an event. It is also an interesting case study about the power of branding and publicity. From carefully planned speeches to spontaneous (or not so spontaneous) moments that go viral on social media, every aspect of the ceremony highlights the importance of the image management of people and brands.
Of course, real-time social listening is a necessary tool in the hands of Marketing, PR and Communication professionals, not only in the case of live events, but on a daily basis. That way, professionals stay informed on the comments that social media users make about the brands they represent.
Analysis Identity
Digital Listening Tool: Brandwatch
Date Range: 27/02/25 – 05/03/25
Sources: Forums, Social Media (subject to the limitations of each channel)
Keywording/Analysis: Clip News
Search Restrictions
The Brandwatch platform collects data from websites, blogs, forums, social media (X, Facebook, Reddit, Tumblr, etc.) with the restrictions defined by each channel. For example, discussions in closed forums or Facebook private groups are not collected.
The above analysis provides an indicative approach, taking into account that varying the publicity data sample and time range may produce different insights.
November is AMEC Measurement Month
As part of the Global Educational Program by AMEC (International Association for Measurement and Evaluation of Communication), November is dedicated to showcasing best practices and new trends in communication measurement and evaluation. The aim of this educational initiative is to encourage collaboration and foster innovation in the field of communication measurement, offering practical tools and strategies to professionals worldwide.
A Global Communication Initiative
The “AMEC Measurement Month” initiative spans the entire month of November on a global scale. Free events, both online and in-person, are organized by AMEC members and partner organizations, providing a unique international platform for knowledge and experience exchange. This presents an excellent opportunity for professionals in communication, public relations, and marketing to gain new insights, exchange ideas, and refine their strategies based on the latest data.
Clip News Participation in “The Art of Sales” Webinar
In this context, on November 14, 2024, Clip News Vice President Katerina Kechagia participated in the “The Art of Sales” webinar organized by AMEC. Alongside two distinguished communication industry experts, Sandra Macleod, Group CEO of Echo Research, and Jon Anders Tangnes, Chief Partnership Officer of Opoint. They exchanged ideas on tackling sales challenges and provided valuable advice from their extensive experience. The webinar was hosted by the Chairs of AMEC’s European Chapter, Simon Gebauer of OBSERVER Brand Intelligence and Sofia Karakeva of DataScouting.
Key Takeaways: Lessons from the Webinar
The “The Art of Sales” webinar highlighted essential points that can make a difference in the field of service sales, particularly in the demanding sectors of communication, public relations, media monitoring, and data analysis. Below are the key insights shared by the experts during the event:
- Understanding Needs: Understanding clients’ needs is crucial for creating targeted and effective solutions.
- Long-Term Relationships: Building trust-based relationships forms the foundation for sustainable business partnerships.
- Flexibility: Sales professionals sometimes need to adapt their solutions to fit clients’ limited budgets.
- Differentiation: Maintaining high-quality service standards is essential for distinguishing a brand from the competition.
Stay Informed!
Stay up to date on developments and global trends in the communication sector. Check out the AMEC Measurement Month calendar.
We are excited to announce that Clip News has been shortlisted for the 2024 Global Communication Effectiveness Awards by AMEC, in the category Communications, Research and Measurement Team (organisation) of the Year – small.
In our submission, we highlighted our team’s expertise, the collaboration across various departments, and our commitment to continuous investment in innovation and education. We emphasized the quantitative and qualitative media analysis solutions we offer from both online and offline sources. Additionally, we focused on how we leverage media data to provide brands with valuable insights that contribute to optimizing their communication and marketing strategies.
We are proud of our employees’ dedication and their continuous efforts to excel in the rapidly evolving media intelligence sector. Despite the high level of competition, we are optimistic that the quality of our work will be recognized, and we will succeed in winning in our category.
The announcement of the winners and the awards ceremony will take place in London on November 7, 2024.
AMEC is the International Association for Measurement and Evaluation of Communication. It promotes globally the most advanced standards in the field of communications and public relations, emphasizing the combination of quantitative metrics with deeper information analysis and more qualitative criteria.
Barcelona Principles. It could be a sports team. Or a manifesto. Or a band name. However, it is an approach established by AMEC, the International Association for the Measurement and Evaluation of Communication. It focuses on identifying the outcomes and impacts of the actions implemented by Communication and PR professionals, ensuring both qualitative and quantitative analysis of these actions. (more…)
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