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BREAKING NEWS & VIEWS
EW.com Oscar Coverage Crushes Old RecordsFriday, March 11, 2011 Reviews were mixed at best of the on screen coupling of James Franco and Anne Hathaway at this  year’s Academy Awards. But when did a bad Oscars show ever deter interest in the fashion and glitz? Even more than usual this year people flocked to the Web for Oscar coverage. As we reported in min recently, People.com had its usual Oscar red carpet fashion fest and added a simulcast trivia contest to the mix. But Time Inc. sister publication Entertainment Weekly was also hosting an Oscar party that went into the following days. Traditionally, the morning after is the big traffic burst for sites covering the awards, and the day-after traffic at EW.com topped 12.6 million page views, amounting to an 85% increase over the past-Oscar record set last year. The unique users were also up 99%. For the month of February, the Oscars helped push EW.com traffic to a total of 100.75 million page views and 14.84 million uniques. But like People.com, EW.com was also programming live during the show. Its live blog of the event proved to be the most popular in the site’s history, even beating out EW’s legendary 360-degree coverage of the last episode of Lost last year. The blog became a focal point for users and interactivity. The site logged over 15,000 comments this year. In social media, the EW coverage was shared over 10,000 times. The brand has 46,500 fans. The effect of events-driven digital activity is starting to be felt on devices as well. EW.com reports that almost half a million page views were served just on its mobile Web site the day after the awards. This is a personal best for EW on mobile and suggests that content providers hunting for day-after digital mojo should consider a multi-platform approach. If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com
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