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After Totally Owning the Grammys and Social TV, Adele Is Not REALLY Taking a '5-Year Break'

Dumenco's Trendrr Chart of the Week

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A story that 's been going viral today comes to us courtesy of Britain's Daily Mail this morning: "After Grammys triumph Adele reveals she is taking a five-year break from music ... to concentrate on love." Aww, isn't that sweet -- and bloody terrible?! Adele, you can't quit us now! Not after sweeping the Grammys and taking over Twitter during your soulful performance of "Rolling In The Deep"!

The Daily Mail's account, it should be noted, merely regurgitates some off-the-cuff comments Adele made to Vogue (a piece that 's apparently not online). Turns out she's now countering those comments. See this follow-up story, from Daily Mail competitor The Telegraph: "Adele laughs off 'five-year break' plan." ("Five years?" she wrote in a blog post. "More like five days.")

Pop-cultural crisis averted, etc., etc.

At any rate, to celebrate her nonsabbatical, a look at what happens when lovely Adele sings on TV -- and some stats about the Grammys overall. The graphic here was generated using data from our editorial partner Trendrr, the social-media monitoring firm.


Some notes and context:

  • Trendrr's Total Activity score -- which tracks tweets and Facebook updates as well as GetGlue and Miso check-ins -- for the Grammys was 17,122,439 through Sunday night. (By comparison, the Super Bowl's score was 17,456,217.)
  • Viewers who participated in the social conversation were mostly female; Trendrr estimates the gender split to have been 59%/41%.
  • In tweets about the Grammys tracked by Trendrr, #adele was the third most popular hashtag term used on Twitter (No. 1 was #grammys, No. 2 was #grammy/grammyaward, No. 7 was #whitneyhouston).
  • As you can see from our chart, the peak moments of social buzz during the Grammys came during Adele's performance. And here's the great thing: She started singing and everybody got excited about it. But as her performance progressed, a good number of viewers seemed to get so engrossed that they momentarily stopped posting comments -- see the drop in the trend line while she sang -- until she finished and scored a standing ovation from the audience at the Staples Center (who presumably weren't tweeting while clapping, but who knows), at which point social-comment volume shot back up. How great is that ? Adele sort of shut up some Twitterers for a bit!

Dumenco's Trendrr Chart of the Week is produced in collaboration with Wiredset, the New York digital agency behind Trendrr.

Simon Dumenco is the "Media Guy" columnist for Advertising Age. You can follow him on Twitter @simondumenco.

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