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Love Them or Hate Them, Millions of Americans Watched -- and Shared -- the Oscars

ShareThis and Starcom MediaVest Group Release Findings of Its First Annual Oscars Sharing Report

PALO ALTO, CA and CHICAGO, IL--(Marketwire - February 26, 2013) - Seth MacFarlane's crooning! Quvenzhané's puppy purse! First Lady Michelle Obama and Argo! The Oscars ceremony was as irresistible as ever in spite of much social media grousing, as ShareThis and Starcom MediaVest Group found in its first annual Oscars Sharing Report.

Millions of Americans took to Facebook, Twitter, StumbleUpon and 120+ other social channels to register their feeling on the fanfare of the 85th Annual Academy Awards. By now, we all know how the Academy voted. Here's what drove the American public's reactions:

  • Benefiting from the glitz and glamour of the Oscars, Grey Poupon's retro "Pardon Me" ad carried the evening with a 740% lift in sharing mentions. Samsung and Diet Coke experienced positive impacts with 50% and 12% lifts in social activity 
  • Apple actually saw a 10% decrease in sharing despite the number of ad placements during the telecast
  • The most sharing activity took place on Facebook (56%) followed by Twitter (30%) with email, StumbleUpon and Pinterest rounding out the top five
  • Social media pick for Best Actress Jennifer Lawrence kept the momentum going during and after the show, with more than eight times as much social buzz as Naomi Watts and Jessica Chastain
  • Daniel Day-Lewis may have won Best Actor but the social prize went to Hugh Jackman with conversations about his wife and his chivalrous attempt to help Jennifer Lawrence when she fell
  • Snubbed by the Academy, Ben Affleck was embraced by the social sphere -- shared more than any of the Best Director nominees, including winner Ang Lee
  • Argo walked away with the Best Picture but Silver Linings Playbook had the greatest amount of sharing activity
  • Following her surprise appearance to present the Best Picture award, First Lady Michelle Obama generated the most sharing activity among entertainers and presenters followed by Jennifer Aniston and Adele

"When people take the time to share a piece of content, it means they've been moved. They've been delighted, angered or fascinated and they want to share that feeling with their friends. The Oscars were the perfect illustration of that," says Kurt Abrahamson, CEO of ShareThis. "We enable brands and advertisers to tap into that well of emotion and interest with our insight into social sharing behavior and knowledge of the web's most engaging publisher sites."

"Whether they were marveling at the fashion or debating the appropriateness level of Seth MacFarlane, consumers were out in force on social media," said Lisa Weinstein, President, Global Digital, Data and Analytics, Starcom MediaVest Group. "Marketers today know that in order to drive valuable outcomes, we must create experiences that harness the social nature of consumers, and how they share content related to a TV event like the Oscars is a great example. ShareThis is a consistent and vital partner to help ensure the experiences we create are the most relevant and meaningful."

The ShareThis and Starcom MediaVest Group's Infographic can be found on the ShareThis blog.

About ShareThis
ShareThis powers the social web, touching the lives of 95% of U.S. Internet users across more than 2 million publisher sites and 120+ social media channels. It makes content more engaging for publishers and marketing more effective for brands by tapping into the purest expression of interest-based social activity. ShareThis is the company for those wanting to make the world more connected, trusted and valuable through sharing. Based in Palo Alto, CA, the company is privately held. To learn more visit http://www.sharethis.com

About Starcom MediaVest Group
Starcom MediaVest Group is the Human Experience Company. We believe experiences matter. They enhance lives and build brands. We bring brand experiences to life through SMG's three global agency brands: MediaVest, Starcom, and Spark. Ranked one of the largest brand communications groups in the world, Starcom MediaVest Group (www.smvgroup.com) encompasses an integrated network of human experience strategists, investment specialists, content creators and digital experts. With nearly 6,500 employees in 110 offices worldwide, SMG partners with the world's leading companies including The Coca-Cola Company, Kraft Foods, P&G, Samsung, Walmart, among others. In 2010, Adweek named SMG "Media Agency of the Decade."

Image Available: http://www.marketwire.com/library/MwGo/2013/2/26/11G003775/Images/ShareThis-Oscars_Feb2013_(1)-1078061938892.jpg

Contact Information:
Matt Wolfrom
mwolfrom (at) sharethis (dot) com

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