Social media helped propel Oscar ratings higher – to its second-largest audience since 2007. ABC just reported that the 84^th Annual Academy awards drew an average audience of 39.3 million total viewers, up from 37.9 million last year. But the all-important 18-to-49-year-old audience, which is more valuable to ABC and advertisers, was flat at an 11.7 rating.

AP

Considering how unpopular this year’s nominated films were (the 9 best picture noms grossed less than $600 million, less than half last year’s crop), it’s a surprise that the telecast managed to eke out gains. But it’s worth noting that both the total viewership numbers and the younger demographic viewership was short of the Grammy telecast – its 18-to-49-year-old rating was a 14.1.

But on Social media, the Oscars were more popular than ever. Bluefin labs report that there were 3.8 million social media comments about the Oscars, that’s up 293 percent over last year. These numbers should help the awards producers draw higher ad rates: the fact that people are talking about the show—and watching it in real time—means they’re more likely to pay attention to commercials.

The telecast drew some scathing reviews—we’ll see whether next year the producers try for a younger demographic like they did with last year’s disappointing Anne Hathaway and James Franco’s hosts. Or will they settle for the more staid, older audience they found this year with fail safe Billy Crystal?

Questions?  Comments?