Which high-wattage fashion labels at the 2024 Golden Globe Awards sparked the most online conversations? Did the pricey diamonds or status timepiece worn by a particular star capture the spotlight more than any other on social media? These and other style-focused questions will be answered throughout the 2024 awards season, thanks to an innovative partnership announced Thursday by The Hollywood Reporter and U.S.-based Launchmetrics.
The two companies have joined forces to produce the Red Carpet Power Rankings, designed to offer new insights into the brands that produce the biggest impact at the season’s six major awards events: the Golden Globes, Critics’ Choice Awards, Emmy Awards, Grammy Awards, Screen Actors Guild Awards, and the Academy Awards.
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For the first time, fashion fans can discover the stars and labels that garnered maximum influence each night — at the Golden Globe Awards, for example, was it Taylor Swift in Gucci and Lorraine Schwartz earrings who spawned the biggest social-media frenzy, or was it Timothée Chalamet in Celine Homme and Cartier jewels?
“Fashion’s influence on red carpets only continues to increase, but for the first time we’ll measure that impact, not only at the year’s biggest awards shows, but collectively over the awards season,” explained Degen Pener, deputy editor of THR. “Beyond likes on a social-media post or a fashion moment that everyone is discussing, these rankings will offer a definitive look not only at which brands are making the biggest impact, but also the stars who play a key role in driving that impact.”
In addition to its real-time coverage of every major 2024 red carpet, this season THR also will highlight the post-show results of Launchmetrics’ in-depth and comprehensive analysis from each event, offering a never-before-seen measurement of the night’s most influential brands and celebrities — and at the conclusion of the season, the partnership will offer a look at which awards show provided the biggest impact from a brand perspective. Additionally, at the end of awards season THR and Launchmetrics will announce which stars garnered the most attention on the biggest red carpets.
To produce the results from each event, Launchmetrics is employing its proprietary Media Impact Value (MIV) algorithm to analyze and rank the brands seen on red carpets, spanning five categories: women’s wear, menswear, accessories, jewelry and watches. The Launchmetrics MIV algorithm assigns a monetary value to every post, social-media interaction and editorial story to determine a brand’s influence and has been recognized industry-wide as the solution to modern brand measurement.
“In a moment where fashion and entertainment are more intertwined than ever before, these red-carpet moments and celebrity engagements have become pivotal for brands. It’s not just about creating buzz; it’s about driving brand performance,” said Alison Bringé, chief marketing officer at Launchmetrics. “We are thrilled to partner with THR to bring the data needed to better understand how brands are creating impactful experiences that resonate across the world.”
The Red Carpet Power Rankings will be posted on hollywoodreporter.com following the conclusion of each awards show, with an additional wrap-up analysis at the end of the 2024 awards season. Check back at THR.com to view each event’s brand rankings.
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