Viewers of the 2009 Australian Logie Awards appeared online to post their opinions of the event via blogs, Twitter and even uploading skits to YouTube.

According to web measurement company, Nielsen Online, posts related to the Logies were being uploaded almost as soon as the event kicked off, including posts from individuals who weren’t watching the awards ceremony on television, but were keeping informed via Twitter alerts sent to their PCs and mobiles.

One blogger commented, “I don’t normally watch them (the Logies), but thank god for technology. In particular, Twitter. Wil Anderson was doing a running commentary of the night while he was there (via Twitter), and Marc Fennell was doing the same, though from his couch at home. Nevertheless, still very funny. I think the Logies were actually more entertaining via Twitter than they were actually on the TV.”

Nielsen’s BuzzMetrics service, which tracks online social media activity and trends, picked up over 300 posts made relating to the Logies, with the majority of post-event comments taking a negative slant (there were around 10 negative comments to every one positive post).

The Nielsen analysis indicated the majority of comments posted online were about the event’s host, Gretel Killeen looking like a “12-year-old boy”, as well as red-carpet fashion successes and disasters.

“As a medium, social networking platforms are empowering individuals – be they television viewers, consumers, or celebrities – to share their opinions with the masses in real time. For corporations, television executives, brand managers and business leaders, it’s vital to understand that empowerment and learn to work with it,” says Mark Higginson, director of analytics for Nielsen Online.