How 3 Media Outlets Gained Influence During the Grammy Awards Jennifer Taylor February 17th, 2016 The Grammys are perhaps one of music’s most prestigious awards in the English-language music industry. Every year people gather around their televisions (or mobile phones) to follow the stars on the red carpet, watch live performances, and find out if their favorite artist takes home an award.For marketers, the Grammy Awards are not just a music event, but an opportunity to better understand what content and platforms are resonating with audiences. Live events give brands the opportunity to tell a story, create engaging content, and leverage second screen experiences.This year, we used our own Insights Application to analyze millions of pieces of content from news sites, blogs, and social media channels to produce the Grammy Awards Influence Report. Using data science we determined the “influence impact” of artists and performers featured at the 58th Annual Grammy Awards, as well as the media outlets and sponsors who promoted the event.In the report, we dive into the data to reveal the top 10 media brands that gained the most influence during music’s biggest night. The data tells an interesting story, shedding light on which media outlets had the best strategies for engaging viewers and music fans during the award show. Below, we’ve given you a sneak peek of the top 3 media outlets that gained the most influence over the course of the event.1. BillboardBillboard’s Twitter strategy gave it the edge it needed to capture audiences that not only watched the awards, but consumed related content on a second screen. Billboard wasn’t just announcing the award winners, but providing behind-the-scenes content and the latest updates on the pre-parties, red carpet, award show, and afterparties.Billboard’s Twitter coverage was peppered with GIFs, clips, articles, artist spotlights, polls, and pictures from both onstage and behind-the-scenes coverage - keeping second screen audiences entertained during commercial breaks and giving millennials without cable a chance to participate in the Grammy Awards excitement. Their strategy wasn’t confined to Twitter - Tweets often linked to pre-prepared articles on up-and-coming artists, or photo albums of backstage prep and red carpet outfits. Billboard@billboardWho will win Album of the Year at the #GRAMMYs? Artist spotlights presented by @McDonalds -- blbrd.cm/aysjbB http://pbs.twimg.com/media/CbTG3lKUcAA2-Z-.jpg8:18 PM - 15 Feb 2016ReplyRetweetFavorite Billboard@billboardRihanna was M.I.A. at the #GRAMMYs after canceling her performance blbrd.cm/TVbO86 http://pbs.twimg.com/media/CbTWor4XIAQBHmQ.jpg9:27 PM - 15 Feb 2016ReplyRetweetFavorite Billboard@billboard.@JustinBieber is too cute on the #GRAMMYs red carpet with his brother Jaxon 😀 http://pbs.twimg.com/tweet_video_thumb/CbTBq2cWAAEEbVp.jpg7:56 PM - 15 Feb 2016ReplyRetweetFavorite 1 of 3Who was Justin Bieber walking the red carpet with? Why was Rihanna missing in action? What was going on in Taylor Swift’s dressing room? Who was on their way to an afterparty? What did viewers think of Lady Gaga’s tribute to David Bowie? Billboard had it covered on Twitter, and the audience was following along.2. CBSThe CBS Network wasn’t as prolific as Billboard in their social media coverage of the event, but the network did televise the awards show and received a lot of attention leading up to the event.Like Billboard, CBS used Twitter to showcase behind-the-scenes moments, update the audience on winners, and post clips of live performances. However, the @CBS Twitter handle was most influential in the pre-show period while the network was promoting the show, the performers, and their live streaming service.by Jen Taylor This year, viewers without cable access were able to live stream the show online by signing up for a free trial of CBS’ All Access Live. CBS took advantage of pre-show hype to promote the streaming service and access the growing group of millennials and digital natives who no longer own a television or subscribe to a cable package. The laptop is steadily replacing the television as the main device for consuming content. CBS is keeping pace with the evolving industry by offering an online streaming option for this new generation of viewers.3. Rolling StoneRolling Stone is one of pop culture’s biggest publications, so it’s no surprise that their influence score landed them in third place on our list of influential media outlets.Like Billboard, the magazine used their Twitter feed to direct readers back to the magazine’s online articles. This content gave readers deeper insight into the action unfolding onstage, elaborating on Lady Gaga’s relationship to David Bowie, profiling Kendrick Lamar’s career, and covering past Grammy performances and winners. Their second-screen experience kept readers up-to-date and provided context for music-lovers looking for deeper coverage of the artists and performers on stage. Rolling Stone@RollingStone'To Pimp a Butterfly' is Kendrick Lamar's take on what it means to be young and black in America today rol.st/1Tk7sC78:11 PM - 15 Feb 2016ReplyRetweetFavorite Rolling Stone@RollingStoneTaylor Swift's '1989' became the first and only album to go platinum in 2014 rol.st/1oiXp4o #GRAMMYs11:21 PM - 15 Feb 2016ReplyRetweetFavorite Rolling Stone@RollingStoneIn 2009, Lady Gaga told us David Bowie's "Rebel Rebel" was one of her favorite pop songs rol.st/1oiQatd10:27 PM - 15 Feb 2016ReplyRetweetFavorite Rolling Stone@RollingStoneMeghan Trainor had long aspired to a career in music – but always thought it would be as a songwriter, not a singer rol.st/1QhZ1s210:18 PM - 15 Feb 2016ReplyRetweetFavorite 1 of 4Spot the Trends Behind the DataData can do more than tell us who earned the most Tweets or trended on Facebook during an event. It tells a story, making sense of the chatter and giving marketers deeper insight into what topics, people, and strategies are resonating with audiences. For the complete list of the top media outlets, sponsors, artists, and performers that gained the greatest influence score during the Grammy Awards, download the full report here.