fbpx

The Tenors go international at MLB All-Star Game

by | Jul 13, 2016 | Online News, Social Media, Sports

Image source: The Toronto Star

It was the anthem heard ‘round the world–or, at least, crystal clear north of the border.

As has been well-documented by now, a so-called “lone wolf” member of the Canadian singing quartet The Tenors went rogue last night, changing the lyrics to “O Canada” at the MLB All-Star Game to suit a political agenda.


There have been dozens of stories published since then showing samples of Twitter backlash from Canadians (the Canadian anthem wasn’t shown on the U.S. broadcast last night, and probably for good reason).

But at MediaMiser, we wanted to know just how quickly people jumped on this as the evening progressed.

As expected, Twitter backlash was quick and furious especially from those watching along during the game’s first few minutes: tweets mentioning “O Canada” jumped 236 per cent from 8:04 p.m. eastern time to 8:05 p.m. eastern time. It was at around this time that many users, who had initially reacted with confusion over the issue, finally began to realize the whole thing was planned.

It wasn’t until about an hour after the gaffe that chatter really picked up. At 9:16 eastern time, tweets jumped 428 per cent, and were sustained at that level until around 9:21.

national anthem, tenors anthem, tweets per minute chart

Twitter mentions peaked between 9:16 and 9:21 eastern time, thanks to various media outlets like Deadspin and Global News jumping on the story about an hour after it happened. Twitter chatter was sustained for the rest of the evening, and finally began to die down about four hours after the incident.

tweets by region, o canada tenors, tenors anthemEven more interesting, perhaps, is the regional breakdown of who was tweeting about “O Canada” last night.

Even though 67 per cent of Twitter users who identified a location were from Canada, nearly a quarter were from the U.S. and almost 10 per cent were international users.

Tweets about “O Canada” were sent from India, Bangladesh, the United Kingdom, Indonesia, South Africa and Nigeria, to name a few places.

Jim Donnelly
Jim Donnelly graduated with a BA in History/English from Wilfrid Laurier University and a MJ from Carleton University. Jim heads Agility PR Solutions’ Media Insights Group which oversees the production of public and client media analysis reports and infographics. Jim was previously editor of the Ottawa Business Journal and related publications such as Ottawa Technology Magazine and Meeting in the Capital.

RECENT ARTICLES

5 strategic ways AI is changing the PR game

5 strategic ways AI is changing the PR game

AI has now become our wise friend next door, who has an answer to all our questions. Every one of us has given it a go, be it to find just the right caption for that Instagram post or to research a new topic thoroughly. No wonder, AI is estimated to potentially...

4 ways to leverage user research for sustainable marketing success

4 ways to leverage user research for sustainable marketing success

Ancient Romans preferred a loss that occurred due to following rules to a victory where one bent or broke the rules. Why? Because in the long run, having/knowing the rules will give you the most consistency and provide the best net-positive results. How did this serve...