Sunday night's broadcast of the 64th Primetime Emmy Awards on ABC generated an estimated 1 million tweets, according to Bluefin Labs, which measures social media traffic.
Facebook friends contributed another 24,000 comments about the Emmy Awards, which were hosted by ABC's late-night host Jimmy Kimmel. Traffic levels represented a 148% increase in social media chatter over the previous year, when the gala honoring the best of television generated 427,000 comments, Bluefin Labs said Monday.
However, the 54th Annual Grammy Awards earlier this year easily maintained its record of most-talked-about awards show, with 13 million comments. The 2012 MTV Video Music Awards remains a close second with 12.8 million comments.
Bluefin Labs determined that 60% of Emmy commenters were women. Viewer sentiment was mostly neutral (69%). However, 21% of the comments were positive and 10% were negative.