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Twitter Makes Its Oscar Impact

It figures an Academy Awards that opened with co-host James Franco walking on stage with an iPhone in hand–with which he promptly tweeted–was a Twitter-friendly event. Some interesting post-show stats hold promise for the microblogging giant’s looming shadow on the TV landscape.

Over the five-hour span including the awards show and the pre-show, Twitter saw a volume of 36.4 million tweets, according to the company’s own blog. That’s not too far off from the 38.5 million generated by the Super Bowl earlier this month–and that game gets a lot more TV viewers (Oscar’s year-over-year ratings actually dropped).

“This was a huge event, with a huge conversation happening around it-not in sharp spikes, but in a broad, sustained surge,” wrote Twitter’s Robin Sloan.

Which isn’t to say there wasn’t any spikes; Twitter is most interested in the one that occurred at 8:38 p.m. ET. That’s when ABC (NYSE: DIS) actually displayed the #oscars hashtag during the telecast. Take heed, TV industry: “Even in a show as big as the Academy Awards, this technique-so simple, so low-tech-really works: put a hashtag on TV and people will start talking about it immediately.”

Other big spikes from the evening, according to research firms Mass Relevance and TweetReach, came from the natural high points of the evening: The King’s Speech winning Best Picture, Natalie Portman winning Best Actress. But the highest point of the evening was something that was clearly a play to an internet-savvy audience: an Auto-Tune montage culled from many of the year’s big movies.

Looking forward to seeing some data from, which mounted an ambitious multi-camera experiment on Oscar night. ABC reported preliminary results of over 3 million total video views across All Access and the Oscar Backstage Pass App.

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