Ratings for MTV’s Video Music Awards won’t be released until later today or tomorrow, but last night’s event has already set a Twitter record.
According to Nielsen, the “2015 MTV Video Music Awards” is the most-tweeted non-sports program since Nielsen Social began tracking Twitter TV activity in October 2011. In the U.S., 2.2 million people sent 21.4 million tweets about the event and almost 11.8 million people saw those tweets a total of 676 million times. This is an increase of 64% from 2014, when there were 12.6 million tweets.
The most tweeted minute occurred at 10:49 p.m. ET with 247,525 tweets following Kanye West’s announcement that he would be running for President of the United States in 2020.
Sunday’s show, which was dominated by Swift, Miley Cyrus’ antics and Justin Bieber’s comeback, also generated 39 million Facebook interactions (posts, comments and likes) from an estimated 16 million users.