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Top Brand Ad Spending by Category and Social-Media Ranking

We Look at the Top 200 Brands of 2010 and See How Their Spending and Social-Media Buzz Add Up

By Published on . 5

The top 200 megabrands by category, scaled by measured media spending for 2010 and color-coded to the 1-year growth in ad spend. Click on a category to see the brands within that segment. Right-click to get back. Subscribers to our DataCenter can see the actual dollars spent and much, much more data as part of our annual ranking of the Leading National Advertisers.

SOCIAL-MEDIA WINNERS AND LOSERS

Ad Age asked social-media tracker Infegy to examine the sentiment of online conversations around the top 200 megabrands as ranked by 2010 expenditures in measured media. Infegy tracks posts on 40 million online sources including blogs, Twitter, Facebook and other networks and analyzes the sentiment of the brand references. Infegy's system looks both at the overall tone of a post and also the references within the post. So a post such as "I love my Apple iPhone. Despite its dropped calls it's the best phone out there," would count as a positive post with one negative and two positive references.

Here are the top 10 and bottom 10 for the four metrics: Volume, Reference, Article and Overall Score.

SOCIAL-MEDIA RANKING BY SCORE
TOP 10 BOTTOM 10
Name Volume Reference Positivity Article Positivity Score Name Volume Reference Positivity Article Positivity Score
Apple 12,850,311 75% 71% 7,753,785 Abilify 13,683 34% 26% 1,409
Amazon 11,173,839 79% 71% 7,101,823 Xfinity 12,417 58% 50% 1,385
LG 8,601,194 91% 88% 6,094,856 Lyrica 11,786 52% 44% 1,315
Microsoft 6,013,165 83% 79% 4,285,016 Wrigley's 5,299 79% 63% 813
HP 4,932,584 85% 86% 3,748,011 Bankrate 22 ,377 59% 41% 790
Sony 4,358,506 84% 86% 3,116,360 Liberty Travel 1,177 86% 83% 446
E-Trade 6,341,774 69% 65% 3,001,556 1-800-Contacts 2,411 79% 58% 411
Nike 3,482,230 89% 88% 2,825,267 Symbicort 2,309 63% 35% 383
BlackBerry 3,649,367 88% 82% 2,635,681 Pristiq 3,341 44% 23% 381
Ford 4,221,809 83% 77% 2,484,355 Toviaz 133 53% 46% 7

Not surprisingly, the technology brands score highly overall, partially based on the volume of posts they receive -- people love to use technology to talk about technology. High volume isn't enough to put you on top. There is such a thing as bad online publicity as BP, Toyota and Visa demonstrate.

SOCIAL-MEDIA RANKING BY REFERENCE POSITIVITY
TOP 10 BOTTOM 10
Name Volume Reference Positivity Article Positivity Score Name Volume Reference Positivity Article Positivity Score
Loreal 133,722 93% 84% 49,902 Bank of America 369,538 50% 46% 103,411
Dish Network 154,754 92% 88% 106,305 JP Morgan 182,145 49% 37% 25,618
Maybelline 86,942 92% 83% 32,936 Lipitor 39,111 47% 39% 4,697
Skechers 72,372 92% 79% 37,696 DayQuil 97,763 47% 40% 7,217
Olay 184,873 92% 86% 56,744 Cymbalta 53,541 46% 33% 8,175
Revlon 78,535 92% 83% 31,304 Chantix 12,735 45% 36 % 2,025
Scooter Store 5,942 91% 48% 2,001 Pristiq 3,341 44% 23% 381
Crest 291,892 91% 80% 95,330 Crestor 17,901 42% 34% 1,835
LG 8,601,194 91% 88% 6,094,856 BP 1,198,556 41% 34% 289,780
Neutrogena 47,583 91% 80% 22 ,332 Abilify 13,683 34% 26% 1,409

When you drill deeper into the reference positivity, cosmetic and personal-care brands dominate the top 10. There are brands that people talk about, but don't usually have negative comments about.

SOCIAL-MEDIA RANKING BY ARTICLE POSITIVITY
TOP 10 BOTTOM 10
Name Volume Reference Positivity Article Positivity Score Name Volume Reference Positivity Article Positivity Score
Canon 2,320,634 88% 93% 1,777,235 Dayquil 97,763 47% 40% 7,217
Samsung 3,173,841 84% 91% 2,407,608 Lipitor 39,111 47% 39% 4,697
Dish Network 154,754 92% 88% 106,305 JP Morgan 182,145 49% 37% 25,618
Disney 2,918,941 90% 88% 2,286,135 Chantix 12,735 45% 36 % 2,025
LG 8,601,194 91% 88% 6,094,856 Symbicort 2,309 63% 35% 383
Nike 3,482,230 89% 88% 2,825,267 BP 1,198,556 41% 34% 289,780
Sony 4,358,506 84% 86% 3,116,360 Crestor 17,901 42% 34% 1,835
Olay 184,873 92% 86% 56,744 Cymbalta 53,541 46% 33% 8,175
HP 4,932,584 85% 86% 3,748,011 Abilify 13,683 34% 26% 1,409
Ashley Furniture 23,246 90% 85% 15,185 Pristiq 3,341 44% 23% 381

Consumer-technology brands such as Canon lead in article positivity -- they often get dinged in reference scores because even positive reviews tend to include some negative comments. Pharmaceuticals, banks and BP lag at the bottom of both scores.

SOCIAL-MEDIA RANKING BY VOLUME
TOP 10 BOTTOM 10
Name Volume Reference Positivity Article Positivity Score Name Volume Reference Positivity Article Positivity Score
Apple 12,850,311 75% 71% 7,753,785 Dannon 8,100 60% 51% 1,536
Amazon 11,173,839 79% 71% 7,101,823 Select Comfort 6,985 88% 68% 3,006
LG 8,601,194 91% 88% 6,094,856 Scooter Store 5,942 91% 48% 2,001
AT&T 7,913,587 71% 61% 2,056,554 Rooms To Go 5,822 79% 81% 2,818
E-Trade 6,341,774 69% 65% 3,001,556 Wrigleys 5,299 79% 63% 813
Microsoft 6,013,165 83% 79% 4,285,016 Pristiq 3,341 44% 23% 381
HP 4,932,584 85% 86% 3,748,011 1-800-Contacts 2,411 79% 58% 411
Sony 4,358,506 84% 86% 3,116,360 Symbicort 2,309 63% 35% 383
Fox 4,345,103 70% 61% 1,387,366 Liberty Travel 1,177 86% 83% 446
Ford 4,221,809 83% 77% 2,484,355 Toviaz 133 53% 46% 7


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