Taylor Swift-mania has swept Australian media coverage since the start of the month for her Eras Tour, according to data from Meltwater.
While Swift set a concert attendance record at the MCG, performing to a crowd of 96,000, the data revealed that her mentions in New South Wales were double that of Victoria, with 98.4K mentions out of a total of 289K mentions in Australia over February.
The data noted that the ‘Eras Tour’ alone received 30.2K mentions, with mentions spiking 10x times higher on X (formerly Twitter), 6x times higher across News and 4x higher than average on Broadcast.
Meltwater data also found #melbournetstheerastour hashtag received more mentions (6.78K) than the #sydneytstheerastour hashtag (5.13K). It also showed the Love Heart was the most used emoji and #taylorswift was the most used hashtag.
Top Locations
Top Hashtags
Emojis Comparison
Content that was most engaged with was 9News Sydney X/tweet about Taylor Swift’s at Sydney Zoo with her boyfriend Travis Kelce, fresh from his Super Bowl victory with the Kansas City Chiefs.
That second most engaged social media post was a 10News First Melb Facebook post on Swift being starstruck while performing to the largest crowd of her career on her first night in Melbourne.
Share of Voice by Mentions
Swift’s relationship with Kelce, who made a quick stopover in Sydney over the weekend to attend her concert and visit the Sydney Zoo before returning to Las Vegas, has continued to be the most engaged/hottest topic, with a 58% share of voice.
This was three times more mentions than her new album release in Australia, with the highest spikes in mentions of Kelce peaking around the SuperBowl and his visit in Sydney.
The Australian Swiftie mania also couldn’t bypass Arnott’s – the company launched a special-edition Tay-Tam biscuit ‘to celebrate 60 years – with mentions spiking 2200 times higher in February compared to January globally.
Meltwater data noted that it was the most notable engagement was a news article in PerthNow.
Ahead of the start of Swift’s Eras Tour, Rebecca Chan, Tim Tam’s marketing manager at Arnott’s, told Mediaweek: “Taylor’s love of Tim Tam goes back many years, from her previous visits to Australia, where she has called out her love of Tim Tam and Chewy Caramel being her favourite.”
See also: Are you ready for it? Mediaweek takes a look at the brands jumping on the Taylor Swift bandwagon
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Top image: Taylor Swift