I am Mahmood and Blanco with Chills, the winners of the 72nd edition of the Sanremo Festival. Second Elisa with Or maybe it’s you, third Gianni Morandi with Open all doors. For Mahmood it is the third time, after the victory in Sanremo Giovani in 2018 with Wasted Youth, followed by that of 2019, among the Champions, with Money.
We have analyzed the online conversations (social media, news, blogs and forums) related to the winners by collecting the data of 3 keywords: Mahmood, Blanco and Mahmood and Blanco. The analysis relates to the period from the day before the start of the Festival until 5 am on Sunday morning, when even the most enthusiastic had now gone to rest.
Regarding Mahmood, there were almost 253 thousand citations, by just under 20 thousand unique authors, whose contents involved (including likes, reactions, shares and comments) 2.4 million subjects. White it surpasses, albeit slightly, its fellow competitor with approximately 288 thousand citations, by 22 thousand unique authors whose contents involved, in the terms indicated above, 2.9 million people.
The combination of Mahmood and Blanco instead it gets just under 114 thousand citations, by more than 11 thousand unique authors, whose contents involved over 854 thousand people. For all 3 terms subject of our analysis, the maximum peak of mentions was between one and two of the night between Saturday and Sunday, with over 65 thousand citations in total of the 3 keywords.
Really important volumes, which they generated overall a potential scope (the so-called opportunity to be seen) of over 100 billions of impressions, of exhibitions to contents related to one of the two singers or both together.
Google and the Festival
What did those who saw Sanremo look for on Google
The top 3 influencers by level of engagement generated were Mahmood himself, who with the video on YouTube of the song that won the event canora obtained 9.3 million views, just under 290 thousand likes and almost 9 thousand comments.
Second by level of influence, Matteo Morello, tiktoker with two million followers, but who is also an artist, more precisely a musician and pianist, whose video on TikTok gets 1.1 million views, more than 170 thousand likes and about 3 thousand comments and shares. After all, we had already seen how relevant was the role of TikTok, even during the Festival.
Bronze medal for engagement for the official account of Rai on YouTube, which with the video of Chills reaches 6.1 million views, 151 thousand likes and more than 7 thousand comments. It is clear, in case of doubt, what is the relevance of video content within the online and social media ecosystem.
How much we talk about Fantasanremo online
by Pier Luca Santoro
Finally, one of the recurring elements of all the analyzes carried out in relation to the 2022 edition of the Sanremo Festival, it is the clear prevalence in the participation on social networks in conversations on the event in question of female subjects under the age of 34. It is not just a question of the intensity of use of social networks, as you might think, but it is instead a clear indicator of how much and how Sanremo has finally rejuvenated itself, as indeed the audience figures also confirm.