Australia’s Guy Sebastian generated 55 per cent of Eurovision mentions on social media - with over a quarter coming from the UK.
The Aussies are newcomers to the Eurovision - although a long-time top consumer of the event. They are touted as the favourites to win, if social media sentiment is anything to go by.
Adobe Digital Index analysis places Guy’s entry with ‘Tonight Again’ top of the social buzz ahead of Eurovision’s 60th anniversary this evening.
The full mention ranking is:
1. Guy Sebastian (Australia)
2. Elnur Huseynov (Azerbaijan)
3. Elhaida Dani (Albania)
4. Mans Zelmerlow (Sweden)
5. Electro Velvet (UK)
6. Edurne (Spain)
7. Uzari & Maimuna (Belarus)
8. Daniel Kajmakoski (FYR Macedonia)
9. Il Volo (Italy)
10. Polina Gagarina (Russia)
Guy Sebastian’s social boost may be due to his 411k followers on Twitter – this week the competition mustered 10,000 mentions a day.
Jerry Daykin, global digital director for Mondelez at Carat/Dentsu Aegis Network and The Drum's man-on-the-ground at Eurovision analysed the event's marketing opportunities, noting that 36 of the 40 competing countries allow brands to open and close the show.