- 1. How much has Sanremo been talked about online?
- 2. Where has Sanremo 2021 been discussed on social media?
- 3. Which singers in the competition were most talked about (not hard to guess…)?
- 4. Had the network guessed the ranking of Sanremo 2021?
- 5. What, however, was said about Sanremo’s presenters and guests?
- 6. Here is the full Report on Sanremo and the Web!
The one that just ended was the most social Sanremo in its history. Namely the most tweeted and commented on Italian Song Festival on social media: fans (and not only) went wild in having their say, for better or worse, on what was happening in real time on the Ariston stage.
Accomplice also to the curfew and “forced house arrest,” social media has become the new sharing point for watching the Festival together.
And so, the hashtag #Sanremo2021 became the rallying point for those who loved (or hated) this event!
Because Sanremo is Sanremo. You either love it or hate it. But either way, it is a big, divisive and newsworthy event.
And that is why we at Central Marketing Intelligence could only monitor what was happening on the Web, activating our CMI Data Room and setting up a network listening on San Remo.
The result was a real Marketing Intelligence report, which brought out interesting and in some ways surprising insights into the impact of the Festival!
How much has Sanremo been talked about online?
Our Data Room has collected nearly 900 thousand relevant mentions on social media, forums, blogs, and news outlets of Sanremo 2021 and its protagonists!
Notably, about 80 percent of all these conversations were shared on the night of the final, as can be clearly seen from the graph.
It should be noted that the TV share of the final was 53.3 percent (compared to 44.7 the previous night), so viewers were indeed much more active on the final night.
The first evenings, despite the anticipation and usual controversy on the eve of the event, attracted 5 times less interest online than the final night.
In short, among all the topics covered, the guests (from Zlatan Ibrahimovic to Sinisa Mihajlovic) and the skits, what sparked the web the most was the win!
Twitter once again proved to be the most suitable channel for real time interactions during events: more than 80 percent of the mentions collected about Sanremo were detected on this very social.
YouTube, dealing with music and entertainment, is in second place, while the third step of the podium is surprisingly occupied by Reddit, a social network that has been growing rapidly in Italy over the past year.
But in this regard, a clarification is in order.
In fact, it is necessary to make a disclaimer: for reasons of native privacy of social channels, on Facebook and Instagram, listening to the network concerns only public pages or business profiles. Therefore, it is not possible to intercept private posts.
Which singers in the competition were most talked about (not hard to guess…)?
That the winners dominated the scene is a given, but it is interesting to find out how much the victory affected their visibility.
Festival winners Maneskin won more than a quarter of all mentions noted on all singers during the event.
But there is more: if we consider all mentions related to Maneskin in the last year, more than 65 percent contain a direct reference to Sanremo 2021. Of these, not surprisingly, more than 95% were published in March 2021.
What can I say… participating in and winning Sanremo has increased their visibility exponentially!
Returning to the visibility ranking of Sanremo’s competing singers, participation was also positive for the other contestants in the competition. In short, however the competition goes, participating in Sanremo pays off in terms of visibility.
In second place we find Irama, the most quoted until the day before the final because due to Covid-19 he participated remotely, with rehearsal recording.
This curious fact sparked comments, bringing the singing performance to the background in favor of the Covid theme!
It is also interesting to note that the comments were divided between negative and positive for each competing singer, thus being able to detect their “sentiment.”
The singers with the highest percentage of negative mentions were Bugo and Francesco Renga, followed by Colapesce and DiMartino and Aiello.
Had the network guessed the ranking of Sanremo 2021?
The days before the finals, the Web was of course full of predictions about the potential winner, creating veritable “FantaSanremo” tournaments and tototo winners of the 71st edition.
Well … online attention has been reflection of the singers’ real success! It is evident by comparing the most mentioned around the “win” terms with the official ranking of the evening that the 5 most mentioned actually correspond with the final ranking.
While Sanremo triumphants often surprise the public, this year the network was full of “good prophets.”
Aside from the mentions of Irama who, as explained, ranks first because of the controversy over his remote participation, the next seven singers fall into the official top 10 declared at the conclusion of the evening.
Another demonstration of how the line between online and offline is getting thinner and thinner!
What, however, was said about Sanremo’s presenters and guests?
Amadeus and Fiorello were also super talked about, thanks to their hilarious skits and skits on the most popular topics of the past year!
In particular, on the last night, Fiorello recorded a substantial increase in online mentions, far outpacing those for Amadeus, with slightly more positive sentiment than his colleague.
As for the many guests who graced the stage of the Ariston in the 71st edition, Achille Lauro was confirmed as the most mentioned among all and the one who aroused the most interest, registering, however, a not entirely positive sentiment…
Despite this, during the evenings, of all the mentions noted, those on Achille Lauro were much higher, especially in the last two episodes of the Festival, thanks to his majestic performances.
Ultimately we can say that through the study of data that seem to increasingly reflect the reality of the facts, it is possible to discover valuable insights and thus outline a “prediction”!
Here is the full Report on Sanremo and the Web!
Browse the data in the full Report: click on the graphs to filter and drill down into the graphs over time by changing the period.
If you would like such a Report on your brand or market, please contact us here!
Read the Report below or open it on a new page!
