Justin Bieber, Usher, Chris Brown Generate Most Social Activity During Billboard Music Awards

5:12 PM PST 05/21/2012 by Glenn Peoples, Billboard

Buzzworthy performances had the online community talking throughout the ABC broadcast.

Performances by Chris Brown, Usher and Justin Bieber generated the most Twitter activity and Bieber was the most tweeted performer during the broadcast of Sunday night's Billboard Music Awards. Adele and LMFAO were the night's big winners. Adele took home 12 trophies - including top artist - while LMFAO won six awards.

Performances tend to generate the most online commentary and Sunday night's performances were no different. The five-minute period that included Brown's performance of "Turn Up The Music" generated 27,713 tweets that included the #BBMA, #billboardawards or similar hashtags or keywords, according to data provided by Simply Measured. Justin Bieber's win for "Social Artist of the Year" had the second-most Twitter activity while his performance of "Boyfriend" elicited the third-most activity, according to Simply Measured.

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But analysis provided by Bluefin Labs indicates Usher's performance was the busiest social media moment of the broadcast, followed by Lil Wayne's win for Top Male Artist, Chris Brown's performance of "Turn Up The Music," Katy Perry's performance of "Wide Awake" and Jordin Sparks' performance of "I Will Always Love You" in tribute to the late Whitney Houston. Bluefin Labs measures Twitter and Facebook activity related to television shows.

Social commentary was predominantly female - 68% of activity came from females and just 32% came from males, according to Bluefin Labs. New York was by far the top market with 13% of the tweets, according to Simply Measured. Atlanta, Los Angeles and Chicago all had 6% and Miami had 5%. 

Bieber had a 12% share of all Twitter activity during the broadcast, according to Simply Measured. Chris Brown had a 7% share of tweets and Katy Perry and Usher each had 4% of Twitter activity related to the corresponding hashtags. Below them were LMFAO (3%), Stevie Wonder (3%), Wiz Khalifa (3%), Jordin Sparks (2%), the Wanted (2%) and Carrie Underwood (2%).

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