Last night, we tuned in to watch the 89th Academy Awards, which were pretty status quo until that crazy last-second mix up. Our members tuned in, too, responding to live polls launched throughout the evening. We talked about everything from red carpet fashions to winner predictions, commercials to political statements.
Our first poll went live around 6:30 pm, as the red carpet pre-shows kicked off, and our last was asked around 12:15 am, riiight as the cast and crew of “La La Land” handed over their statues to that of “Moonlight”…
We polled a random sample of 500 people between the ages of 13 and 75, distributed evenly between males and females. An average of about 350 people were actively engaged throughout the show.
Millennials were more likely to watch, and to watch via livestream.
55% of millennials (18-34) said they were tuning in to the award show, while less than half of older respondents (35-75) said they would.
The younger generation was also more likely to watch via livestream: 26% were watching either on a computer via ABC or on social media like Facebook Live and Instagram Live.
The red carpet is as much of a draw as the actors or films are to tune in.
We found that, among those who watch the Oscars, red carpet fashion was almost as important a motivator as the film nominations. 36% said they watched for the nominated films, 34% for the fashion, and 30% for the nominated actors. Fashion and film were tied at 35% as motivators to watch for millennials.
Political speeches were “Eh”.
Among all respondents, most don’t care much about political statements during acceptance speeches – 37% said they felt neutral about the political undertones in many of last night’s speeches.
For millennials, 41% felt neutral about political sentiments, but a larger portion (28% vs. 25% of all respondents) said that they love political speeches.
There were some surprises.
Most of our respondents were rooting for “La La Land”, so a few of the wins came as a surprise.
40% thought Ryan Gosling would win the statue for Best Actor. The actual winner, Casey Affleck, had votes of confidence from only 10% of our audience!
34% also believed “La La Land” would take home the award for Best Picture…which it almost did. “Moonlight” ended up the winner after an awkward mistake; only 4% of respondents thought it would win, and less than 10% had seen it.
But, there were also a few correct assumptions: 47% said Emma Stone would win the award for Best Actress, and 43% said La La Land would take home the biggest trophy haul. The movie – which tied “Titanic” and “All About Eve” as the most nominated film in Oscar history with 14 nods – ended up winning six awards.
And how about that ending?
After a mostly status quo night, a little slip up by someone backstage caused Faye Dunaway to announce “La La Land” as the winner of the Best Picture award – which it was not. Halfway through the speeches, they awkward correction came down, giving the win to “Moonlight”.
Our members reacted as expected, with a big “Wait, what??” by 34% of people. 14% were excited, saying Moonlight deserved the win, but overall the sentiment was confusion and surprise.
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