Here's How Jimmy Kimmel's Tracy Morgan Emmys Stunt Played on Twitter

Plus, Total Social-TV Tracking On TV's Night of Self-Loving

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When Ad Age kicks off the second Social Engagement/Social TV Conference in Los Angeles in just a few weeks (tickets, as of this writing, are still available), one of the big topics of conversation will be the connect/disconnect between social chatter and ratings .

Last night's Emmys telecast on ABC shed some of its 18-to-49 audience vs. last year -- see The Wrap's round-up of the preliminary numbers -- with football on NBC winning the night in that demo. (Overall viewers for the Emmys were up year-over-year -- 13.2 million viewers vs. 12.4 million in 2011.) But social-media activity around TV's so-called tentpole events just seems to keep on growing, and the Emmys were no exception. Plus , thanks to Jimmy Kimmel's little skit starring Tracy Morgan -- in which he asked viewers to tweet that the "30 Rock" actor just passed out on stage, and then had Morgan lie down to "prove" it (if you haven't seen it already, watch the brief video embedded below) -- the whole social-TV phenomenon took on the aura of stunt-meets-performance-art-meets-social-media-manipulation.

Ad Age 's editorial partner Trendrr, the social-media monitoring firm, adds some perspective on the night:

  • The Emmys generated a total activity score of 1.26 million -- Trendrr's tally of tweets and public Facebook updates as well as GetGlue and Viggle check-ins -- while on-air, and 1.57 million throughout the day. (Last year's full-day total was 1.1 million.)
  • People chose to comment about the Emmys in social media 52% of the time from the web, and 48% of the time from their mobile devices.
  • Women made up 61% of the activity, vs. 39% for men.
  • Jimmy Kimmel's tweet at 9:13 PM ET -- "Oh my God - Tracy Morgan just passed out onstage at the Emmys - turn ABC on NOW!" -- was retweeted 3,597 times, according to Twitter. And according to Trendrr CEO Mark Ghuneim, the stunt prompted "the highest amount of concurrent chatter around the Emmys on Twitter last night by far." The five-minute window around the moment, according to Trendrr data, generated 55,242 total tweets.

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

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