iHeartRadio Music Fest Generated Social Media Buzz

iHeartMedia Thursday shared the latest social media engagement data resulting from its iHeartRadio Music Festival, which took place in Las Vegas on September 19 and 20.

This year the festival generated more than five billion social media impressions, more than double from last year, putting the festival ahead of the year’s major events such as the high profile Big Game Halftime Show, in terms of related social media activity, and on a par with the Academy Awards.

Twitter emerged as the dominant platform of choice for fans at this years’ event, representing two-thirds of the overall social media activity and resulting in #iHeartRadio trending worldwide on both days of the event. After Twitter, Facebook, Instagram and Tumblr were the next most popular platforms. Within the content of the posts, Taylor Swift was the most discussed, followed by One Direction, Five Seconds of Summer, Ariana Grande and Nicki Minaj.

Other noteworthy statistics include:

• 80 percent of posts came from Millennials, the 18-34 year old demographic
• A total of 37 topics related to the event trended across local, U.S. and Worldwide on Twitter over the course of the two days, including #iHeartRadioMusicFestival, #OneDirectionAtiHeartRadioFestival and #NickiAtiHeartRadio