During Sunday’s Oscars telecast on ABC, 370,440 tweets mentioned Rock, according to marketing technology firm Amobee. Twitter sentiment around him was 57% neutral, 27% positive and 16% negative, per Amobee.
There were 120,123 tweets with the hashtag #OscarsSoWhite — a reference to the absence of black nominees for this year’s Academy Awards — over the same time period, from 8:30 p.m. Eastern on Feb. 28 through 12:30 a.m. ET on Feb. 29, as measured by Amobee.
Rock was the second-most mentioned celeb on Oscar night after Leonardo DiCaprio, who broke Twitter’s record for most-tweeted moment when he picked up his first Academy Award for best actor. There were 780,147 tweets during about DiCaprio during the ABC broadcast, according to Amobee.
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In one of the evening’s most awkward moments, Rock brought out Fox News contributor Stacey Dash to wish the crowd “Happy Black History Month,” referencing a segment on the news channel where she had called for abolishing the event. There were 158,211 tweets Sunday night about Dash, as viewers weren’t sure what to make of the bit (she was in on the joke).
Meanwhile, the Girl Scouts of the United States of America won social buzz thanks to Rock’s shtick about selling his daughter’s Girl Scout cookies to the audience. There were 49,023 tweets about Girl Scout cookies during the telcast, compared with only 2,322 for Dolby (which has naming rights to the theater where the Oscars were held) over the same time period.
Aside from DiCaprio, none of the other winners in the four major acting categories were in the top five most-tweeted personalities, according to the Amobee analysis. Lady Gaga, who performed the Oscar-nominated song “Til It Happens to You” from the documentary “The Hunting Ground,” was mentioned in 271,908 tweets, while Sam Smith, who performed and won best original song for the “Writing’s on the Wall” James Bond theme, was mentioned in 134,649 tweets over the four-hour period.
Amobee analyzed Twitter data globally, but the company said the Oscar tweets skewed heavily toward U.S. users.