Max Crowe

The results are in! Last night, the 63rd Annual Primetime Emmy® Awards took place and it was finally time to see whether the online search and social buzz around TV comedy’s top awards would lead to offline gold. In the Primetime Emmy® Online Comedy Index, Performics tracked which nominees commanded the most online buzz leading up to the show Sunday night, comparing and contrasting search and social chatter for all nominees in the three top comedy categories. Based on the analysis, the Emmy comedy nominees generating the most pre-show buzz included:

  • Outstanding Comedy Series – “The Office”
  • Lead Actress in a Comedy – Amy Poehler for “Parks and Recreation” or Tina Fey for “30 Rock”
  • Lead Actor in a Comedy – Alec Baldwin for “30 Rock”

Industry predictions showed “Modern Family,” Lara Linney for “The Big C” and Steve Carell for “The Office” as the respective hopefuls in those same categories.

As always, Hollywood is full of surprises, and last night’s Emmy Awards didn’t disappoint. “Modern Family” won the top comedy prize, claiming the show’s second Emmy for Outstanding Comedy Series, as predicted by industry experts.

However, neither online buzz nor industry predictions scored gold in the Lead Actress and Actor categories. Jim Parsons of “The Big Bang Theory” won his second straight Emmy for Lead Actor in a Comedy, while Melissa McCarthy was crowned as Lead Actress in a Comedy for “Mike and Molly,” surrounded by her fellow nominees.

As much as participant behavior in search and social continues to transform pop culture, the Emmy Awards aren’t a popularity contest; though some in Hollywood might disagree. While search and social chatter didn’t foretell the eventual Emmy comedy winners, participants will continue to make their voices heard online and Performics will continue to listen.

What did you think of last night’s Emmy Award winners?

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