Data Dive- Edinburgh Fringe Festival 2017

Data Dive- Edinburgh Fringe Festival 2017

Hannah Williams
21 August 2017
8 Shares

We’ve been analysing the social media coverage of the Edinburgh Fringe Fest, one of the biggest events of the summer!  The Edinburgh Festival Fringe is the world’s largest arts festival, which in 2016 spanned 25 days and featured 50,266 performances of 3,269 shows in 294 venues. In this blog, we’ll be giving you the low-down of the first 2 weeks of the festival. Using our media intelligence platform, we were able to scan billions of social media posts to bring you trending themes, top locations, media exposure and more!

Edinburgh Fringe Social Media Analysis

Data analysed: 04/08/17 – 18/08/17

Number of Edinburgh Fringe mentions

Edinburgh Fringe Social Media Overview

As you can see, Edinburgh Fringe Festival has been talked about an awful lot over the last two weeks! Twitter being the most popular platform to discuss it, followed by Instagram.

Sentiment of Edinburgh Fringe Festival

Edinburgh Fringe Social Media Sentiment

Tracking sentiment is useful for analysing how people feel about our brand, product or event, providing us with the opportunity to quickly respond to negative comments on social media and do more of what people like seeing.

As we can see Edinburgh Fringe Festivals coverage was mostly positive. We did a bit of detective work and looked into the negative coverage. In this case, there wasn’t a particular event that led that caused negative coverage, which is a good sign for Edinburgh Fringe as it indicates no major PR crises or controversy!

Heat Map – Where are people discussing Edinburgh Fringe

The Heat Map widget provides insight into how coverage of a brand, product, event or topic is broken down by country. The volume of coverage is represented by colour saturation.

Edinburgh Fringe Social Media Geographical Spread

Breakdown of coverage by country.

  1. United Kingdom- 56.8% of mentions
  2. USA- 4.9% of mentions
  3. Australia- 1.79% of mentions
  4. Canada- 0.96% of mentions
  5. China- 0.17% of mentions

Unsurprisingly coverage mainly originated from the UK, however, there was at least some coverage in almost every country.

Top Posters 

These Twitter accounts posted about Edinburgh Fringe festival the most frequently. Give them a follow for fringe festival-related content!

Influencer contact database@JiveEdinburgh  – 1806 tweets
Influencer contact database@squirelandfilms- 622 tweets
Influencer contact database@FringeReview- 527 tweets
Influencer contact database@Scotland4me- 429 tweets
Influencer contact database@broadwaybaby- 353 tweets 

Media Exposure

This graph looks at the peaks and troughs of coverage over the first 14 days of the Edinburgh Fringe Festival. This feature within our media intelligence tool is useful for understanding how social media coverage has changed over a period of time. It’s useful to dig deeper into particular spikes to understand whether a particular story has led to the increase in coverage. We can also track the effect a particular story, event or product has on our mentions over a period of time. For example, if our brand is hit by a PR crisis, use a media exposure graph to discover whether the crisis has had impact longer-term on our brands, or whether it’s been forgotten about.

It’s useful to dig deeper into particular spikes to understand whether a particular story has led to the increase in coverage. We can also track the effect a story, event or product has had over a period of time. For example, if our brand is hit by a PR crisis, use a media exposure graph to discover whether the crisis has had impact longer-term on our brands, or whether it’s been forgotten about.

Edinburgh Fringe Festival Social Media Analysis

As you can see, coverage rose significantly between the 10th and 12th August and has remained at a relatively stable high since. Why the spike? once again, no particular story led to a rise in coverage. We expect that the reason for the rise in coverage was increased awareness of the event.

We’ve dug deeper into the trending themes of each day to bring you some interesting insights into what people were discussing the most.

August 10th: Transgender plays– 76 mentions
Tales of transformation: transgender plays at Edinburgh festival

August 12th: Conchita Wurst – 131 mentions
Conchita Wurst cancels Edinburgh Festival concert as Syrian musicians denied visas.

August 15th: Best Jokes – 428 mentions
Guardian article featuring top 10 jokes from the festival.

August 16th: Best Jokes– 486 mentions & #NationalTellAJokeDay – 221 mentions

August 17th: Arab arts showcase– 147 mentions
Arab arts showcase at Edinburgh fringe beset by visa difficulties