Taylor Swift's concert at the Melbourne Cricket Ground (MCG) set a new record for attendance at a single Swift show, but data analysis by Meltwater reveals it was Swift mentions in New South Wales (NSW) that set the highest bar for social media engagement.

NSW mentions were double those of Victoria (VIC), reaching 98.4K mentions out of a total of 289K mentions in Australia over February. Swift's 'Eras Tour' alone received 30.2K mentions, with spikes 10 times higher on X, 6 times higher across News, and 4 times higher than average on Broadcast.

Swift's relationship with Travis Kelce, who visited Sydney over the weekend, was the most engaged topic with SOV of 58% - three times more mentions than her new album release in Australia. The highest spikes in mentions of Travis Kelce were around the Super Bowl and his visit in Sydney.

Of brands looking to capitalise on the singer's tour, it was Arnott's launching a special-edition Tay-Tam biscuit to celebrate 60 years that gained most social engagement, with mentions spiking 2200 times higher in February compared to January globally.

The most engaged content is the 9News Sydney X/tweet about Taylor Swift at Sydney Zoo followed by 10News First Melb Facebook post on Swift performing to the largest crowd of her career. The #melbournetstheerastour hashtag had more mentions (6.78K) than the #sydneytstheerastour hashtag (5.13K).

Love was the most used emoji, while #taylorswift was the most used hashtag.