Season 8 of The Voice has just come to a close and Sawyer Fredericks has officially been crowned the winner, or, the man with “The Voice” if you will.
After 13 weeks of gruelling competition, it all came down to four finalists battling it out during this week’s finale that spread itself over Monday and Tuesday night. Millions tuned in to both nights to cheer on their favourite singer and see which one would actually win. Not only did they tune in with their TV’s though, but they tuned in through social media as well.
The Voice has a large contingent of loyal fans that not only watch the show, but interact with it through various social channels, including Twitter which lends itself very nicely to the real-time feeling that people can have in sharing the experience together no matter where in the world they may be. We thought it would be interesting to leverage MAP, our social media intelligence engine, to see what happened over The Voice’s finale through social media.
We started simple and just looked at mentions of The Voice over May 18 and 19, the date of the two finale episodes. Our search included the show name, it’s hashtag that it used throughout the season (#TheVoice) and their special #VoiceFinale hashtag that they were promoting for these two episodes. Over Monday and Tuesday we found that The Voice was mentioned in almost 250,000 social conversations. It appeared in 1,343 blog posts, 6,069 online news articles, 2,109 forum postings and 235,807 tweets.
Most of the activity around the show came from Twitter, which makes sense for the reason given above, so we dug a little deeper into the channel. Here we found that Tuesday’s show, when the actual winner of The Voice was crowned garnered much more attention than Monday night’s broadcast. We also found that women are much more inclined to tweet about the show as they made up 72% of all of The Voice related tweets, while men only accounted for 28% of them.
But the overall show hashtags aren’t the only hashtags that The Voice promotes. During the season, every artist that performs gets their own hashtag so fans can show their support for their favourite. These hashtags are usually along the lines of #TeamWhoever, but occasionally a performer gets something unique that the fans come up with on their own. We took a look at these hashtags over the two night finale as well. In this case, Koryn Hawthorne and Sawyer Fredericks went with just #TeamKoryn and #TeamSawyer, respectively. The other two contestants, Meghan Linsey and Joshua Davis, had additional hashtags; #MegaFans for Meghan and #DavisNation for Joshua.
We looked at how those hashtags got used through the two night finale of The Voice and found that Fredericks hashtag was used the most, which should come as no surprise as he won the whole contest. However, it appears that despite him winning, he may not have actually been the fan favorite. As it turns out, over the two nights, Sawyer’s hashtag only got used in two more mentions than Joshua’s. That’s a pretty close race. See the final tally for the singer’s hashtags below:
When we looked at the use of their hashtags from the previous week through the finale shows we noticed that Sawyer may not have been the fan favourite to win at all. A look back to the second last episode shows that there was a huge amount of popularity around Koryn which seemed to fizzle out as the week went on and through the finale. As well, Joshua seemed to be getting more hashtag love during the previous week’s episode and all through the week right through the Monday night finale episode, but was then overtaken by Sawyer on the Tuesday night… but just barely.
If we look at that same time period in terms of share of voice between the singers, it looks like the fan favorite would have been Joshua who’s hashtags had over 5,000 more mentions than Sawyer who came in with the second most.
But the singers aren’t the only ones that vie for the publics love. The coaches, who are all famous artists already, also try to get the fans of The Voice to help support them and their team throughout the season. This season the coaches included Christina Aguilera, Blake Shelton, Adam Levine and Pharrell. Only three of these coaches had someone from their team competing in the finale though, as Pharrell had two people from his team, but Christina had none.
So, which coaches team got the most love during the finale? When we analyzed the use of the coaches Twitter handles and team hashtags over the two night finale we found that it was a super close competition. Pharrell, who had Sawyer and Koryn representing his team, saw 27,302 mentions. In a very close second place though was Blake Shelton, who was Meghan’s coach, with 27,263 mentions over the finale.
Interestingly though, when we ran the same search around the coaches over the course of the entire season of The Voice, it turned out that Pharrell may have been the list popular coach. When we looked at the numbers for each coach across the season we found that Adam Levine and Christina Aguilera were the coaches that were talked about the most. Adam Levine had the most amount of mentions with 655,945 across the entire season, while Christina Aguilera was a close second with 647,383. Pharrell came in last in terms of mentions with only 542,529. Although, a look at how each week played out, it seems that each coach had weeks when their team excelled.
On top of all these people that appear on the show, Nissan actually plays a big part in the show as it’s main sponsor who powers the show and it’s companion app. So, how did they fair? We searched for mentions of Nissan along side The Voice and then their two hashtags they were pushing through the show, #VoiceTailgate and #RedThumb (for their campaign to not text and drive). As it turns out, Nissan actually saw large bumps in mentions of them whenever The voice was on, especially towards the end of the season.
Nissan saw a big bump in conversations for the finale as well, but it turns out that their largest spike in conversation came the week before Mother’s Day when they ran this ad for their #RedThumb campaign:
Overall, it seems that The Voice’s two day finale was a huge success. We’ll end off our analysis by showing you the overall sentiment around the finally, which came in with an 88% favorable rating.