DataMediaHub, Sanremo 2022 and the analysis of online conversations

The one just ended was a record edition for the Sanremo Festival.

Television ratings skyrocketing and the final on Saturday 5 February, if we also consider the 2.1 million views in live streaming, it was the most viewed since the beginning of the millennium with almost 13.4 million viewers during live TV and one share of 64.9%, lower than only 65.4% in 2000. A boom that, as it could not have been otherwise, has also occurred on social networks.

Last year the online conversations relating to the 2021 edition of the Sanremo Festival had generated 3.3 million citations against the 2.5 million of the 2020 edition, equal to an increase of 32% compared to last year.

According to the

,

A further growth of 21.2% compared to 2021, as we have already seen growing compared to 2020. More than 87 thousand unique authors, whose contents involved (likes + shares and comments) about 25 million subjects.

Numbers that have generated a potential reach (the so-called "opportunity to be seen") of 22.56 billion impressions, which we reasonably estimate to actually be 1.12 billion impressions, of exposure by people to online content related to the Festival, gross of duplications.

To give an idea, it is as if each Italian had seen online an average of 18 times per person something inherent to the Sanremo Festival. Clear prevalence in the participation on social networks in conversations on the national-popular event par excellence of female subjects and under the age of 34 years. It is not only a question of the intensity of use of social networks, as one might think, but it is instead a clear indicator of how much and how Sanremo has finally 'modernized', as indeed also confirmed by the audience figures. The

was very positive

, that is the emotions associated with the online verbalizations of people regarding Sanremo 2022. Reports which, in addition of course to the Festival and the competing artists, also concerned

 event within the event that had a great success also on social networks.

And in fact, in the word cloud of the 120 most recurring terms in online conversations about the Festival,

also appears , a word linked to a bonus that increases the score of the singer who pronounces it live, and immediately relaunched on social networks.

The top three posts by engagement level are all short videos on TikTok.

The first, with 2.7 million views and about 336 thousand likes, is by Urban Theory, the Italian wizards of tutting, a contemporary interpretive dance style that focuses on the dancer's ability to create geometric positions and movements in which the angle predominates. right, landed on TikTok where they now have over 17 million followers.

In second place is the video of Federica Scagnetti, a teenager with more than 250 thousand followers on the short video social platform, which tells about her Sanremo about her in the family, and whose video reaches 2.1 million views and 253 thousand likes.

The triumph of user generated content.

Bronze medal for engagement Matteo Morello, tiktoker with two million followers, but who is also an artist, more precisely a musician and pianist, whose video on TikTok gets 1,

In short, for the 2022 edition of the Sanremo Festival, a great success with television audiences and the 'feast' video was also on TikTok, and YouTube.