In the upcoming Harris Buzz report, the 4th edition, we will show the familiarity, discussion buzz and excitement of another dozen or so latest tech and entertainment releases. As we're now right into entertainment awards season, we thought we'd cover the buzz of four of the major awards ceremonies.
Harris Buzz uses the GB Harris PollTM online omnibus to survey 1,000+ respondents, weighted to be representative of national demographics. We measured four major entertainment awards in the latest edition of Harris Buzz:
- Oscars (US film Academy Awards)
- Brits (UK music industry awards)
- Baftas (UK film/television awards)
- Golden Globes (US film/TV industry awards)
An important note is that we conducted the fieldwork for this study in mid-February (15th-17th February) rather than an extended period over the whole of the awards season. For reference and context, here are dates of the awards ceremonies:
Ceremony
|
Date hosted, chronologically
|
Golden Globes
|
16th January
|
Brits
|
15th February
|
Baftas
|
21st February
|
Oscars
|
27th February
|
Now onto the findings…
1 of 3: Name awareness and familiarity
In terms of being aware of the awards (being at least familiar with the name) there are no surprises to see that all of these awards are incredibly well known among the GB general public.
Ceremony
|
% aware of name
|
Golden Globes
|
97%
|
Brits
|
98%
|
Baftas
|
98%
|
Oscars
|
99%
|
When it comes to deeper familiarity, we see our own British ceremonies roughly on par with the Oscars, and the Golden Globes being less familiar.
Ceremony
|
% extremely or very familiar
|
Golden Globes
|
36%
|
Brits
|
46%
|
Baftas
|
46%
|
Oscars
|
49%
|
Here is a profile of deeper familiarity by age groups:
% extremely or very familiar
| ||||
Golden Globes
|
Brits
|
Baftas
|
Oscars
| |
Total GB
|
36%
|
46%
|
46%
|
49%
|
16-24s
|
44%
|
46%
|
47%
|
52%
|
25-34s
|
38%
|
57%
|
50%
|
50%
|
35-44s
|
30%
|
44%
|
43%
|
46%
|
45-54s
|
38%
|
46%
|
48%
|
57%
|
55-64s
|
33%
|
35%
|
43%
|
42%
|
Comment: Whilst the Oscars nudge ahead in terms of awareness and familiarity, our own British awards do extremely well to stand up roughly on par with the Academy Awards.
2 of 3: Discussion Buzz
Golden Globes aside, the ceremonies are not greatly differentiated by awareness and familiarity, nor would we expect them to be given their status, heritage and mass media coverage. But do they differ in the degree to which they get the Great British public talking? Discussion Buzz answers this question.
Ceremony
|
% Discussion Buzz
|
Golden Globes
|
31%
|
Brits
|
47%
|
Baftas
|
46%
|
Oscars
|
47%
|
Percentages above are of the whole GB national sample and not only among those familiar
% Discussion Buzz
| ||||
Golden Globes
|
Brits
|
Baftas
|
Oscars
| |
Total GB
|
31%
|
47%
|
46%
|
47%
|
16-24s
|
54%
|
64%
|
57%
|
59%
|
25-34s
|
34%
|
52%
|
44%
|
46%
|
35-44s
|
24%
|
48%
|
41%
|
40%
|
45-54s
|
29%
|
42%
|
48%
|
50%
|
55-64s
|
16%
|
31%
|
42%
|
42%
|
Comment: In terms of getting people talking, again we see our British ceremonies matching the Oscars for discussion buzz. The Brits in particular connect more strongly for discussion buzz than the Oscars for the under 45s.
3 of 3: Excitement
The final element of Harris Buzz is to understand excitement levels.
Ceremony
|
% Excited about…
|
Golden Globes
|
22%
|
Brits
|
30%
|
Baftas
|
31%
|
Oscars
|
32%
|
Percentages above are of the whole GB national sample and not only among those familiar
% Excited about…
| ||||
Golden Globes
|
Brits
|
Baftas
|
Oscars
| |
Total GB
|
22%
|
30%
|
31%
|
32%
|
16-24s
|
50%
|
55%
|
51%
|
57%
|
25-34s
|
26%
|
36%
|
36%
|
36%
|
35-44s
|
11%
|
24%
|
20%
|
22%
|
45-54s
|
15%
|
20%
|
28%
|
27%
|
55-64s
|
10%
|
15%
|
20%
|
21%
|
Comment: Again we see our British awards almost exactly matching the Oscars for excitement levels. Around 3 in 10 get excited about these awards and over 1 in 2 16-24 year olds. These awards and accompanying ceremonies are more than just a slap-on-the-back for popstars and luvvies. Our British ceremonies are national and international showcases for the best of British talent. And that our British awards stand up on a par with the Oscars is an achievement in itself.
The 4th edition of Harris Buzz will be released in the next couple of weeks. Contact me if you want to know more (details on right-hand pane).
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