The 2011 MTV Video Music Awards (VMAs) broke records on both MTV and Twitter. At 10:35 p.m. ET, Beyonce’s live performance and baby bump reveal generated 8,868 tweets per second.
Trendrr put together this infographic that breaks down the social TV aspect of the award show. The 2011 VMAs generated more than 5.5 million social media mentions on Sunday. The majority of those mentions were from Twitter.
The overwhelming amount of mobile device usage indicates that MTV’s second-screen approach with the VMAs really worked. Trendrr also tells us that the fact that “Beyonce” didn’t even register as one of the most popular hashtags shows that the #VMA branding was working successfully. According to Trendrr, this “shows the real maturity of hashtags as vehicle to drive connected TV conversations.”
It’s interesting to see the breakdown across networks like Facebook and GetGlue and to see what times activity was at its peak.