Hey, Twitter? You're a crazy, bewildering mess -- and I love you for it. Now that we're in the fifth week of the Top 10 Most Tweeted Brands chart -- a new collaboration between Advertising Age and What The Trend -- I have to say that one of the things that's most awesome about trend-watching on Twitter is that it's never entirely clear who's in charge. Some weeks it definitely seems like tweens are dominating the conversation, especially given the recent omnipresence of 16-year-old teen pop star Justin Bieber as a Twitter trending topic. But this week he was actually vanquished (if only by a slight margin) by the more grown-up fare known as the Oscars. And Gen Xers came out in force too, tweeting about both rapper Notorious B.I.G. (on the 13th anniversary of his death) and former teen idol Corey Haim, who was found dead March 10. (Yes, 20% of the top 10 most-tweeted brands this week are dead-celebrity brands.)
What's also interesting about this week in Twitterland: Geeks seem to be in hibernation. Apple, with its imminent iPad, failed to crack the Top 100, let alone the Top 10, and the only tech brand that really made a strong showing on Twitter this week was Sony, thanks to tweets about its new Nintendo Wii-esque PlayStation Move console controller.
And what to make of Chuck Norris, who takes the No. 7 spot? He turned 70 on Wednesday, and presumably his core audience is made up of boomers. But is the Chuck Norris "facts" meme, which got a fresh boost from his birthday (e.g., Chuck Norris has two speeds: walk and kill; Chuck Norris doesn't read books, he stares them down until he gets the information he wants) more of a Gen X or even Gen Y amusement? I bet Chuck Norris would know, but I'm afraid to ask him.
How is this chart made? See Notes, below.
|Trend||Peak Position This Week||Peak Position Last Week||Points||Crowdsourced Description|
|1||Oscars||1||New||8,029||The Academy Awards, or Oscars, are film awards given annually by the Academy of Motion Picture Arts and Sciences in Los Angeles. The 82nd annual show aired in the USA on 3/7/2010.
Subtrends include: Sandra Bullock, Kathryn Bigelow, The Hurt Locker, Avatar, James Cameron, Academy Awards, Kathy Ireland, Red Carpet, Precious, Crazy Heart, Tyler Perry, Best Picture, Jeff Bridges, District 9, Molly Ringwald, Zac Efron, SJP, Best Supporting, Food Inc, Robert Downey Jr, Kristen Stewart, Farrah Fawcett, Monique, Best Director, George Clooney, Fisher Stevens, Amanda Seyfried, Meryl Streep, Barbara Walters, ABC, Sandy Powell, Tom Ford, Christoph Waltz, Best Documentary, Sarah Jessica Parker, Colin Firth, Penelope Cruz, Tina Fey, Tom Hanks, An Education, Matt Damon, James Taylor, Hattie McDaniel, Chris Pine, Cablevision, NPH, Ryan Bingham, Steve Martin, Congrats Monique, Frog, Sigourney Weaver, Miley's, Best Animated, Anna Kendrick, Art Direction
|2||Justin Bieber||1||1||7,515||Justin Bieber's new album, "My World 2.0," comes out on March 23rd and his fans are excited.
Subtrends include: My World 2, #weadorejustin, #BieberHasMyHeart, QVC, #KingstonFollows, #bieberismyidol, #ripmary, #InLoveWithBieber, Big News, AXns5tC-dgk, Eenie Meenie, #Biebershirtless, RICK, BBC1, Cmon, Let's Dance, #OMJDByeah, #omgbiebertrue, NcvLuIHIo10
|3||Alice In Wonderland||2||4||2,427||Tim Burton's eagerly anticipated movie, "Alice in Wonderland," opened in cinemas worldwide March 5th and stars Johnny Depp, Helena Bonham Carter and Anne Hathaway.
Subtrends include: Alice
|4||Notorious B.I.G.||1||New||2,274||March 9th marked the 13-year anniversary of the death of rapper The Notorious B.I.G.
Subtrends include: #ripbig, Biggie, Name Ya Top 5 Biggie, Happy BIG Day, Juicy, Christopher Wallace, #Biggie
|5||Lady Gaga||3||4||2,131||Lady Gaga's new music video with Beyonce for her song "Telephone," premiered this week.
Subtrends include: Telephone, Beyonce, #telephonevideo, GQ95z6ywcBY, #TelephoneThursday, Jonathan Ross, GaGa
|6||Jonas Brothers||1||1||1,846||The Jonas Brother announced a tour with Demi Lovato, discussed sweater colors, joked about the paparrazi, and Nick Jonas continues to act as a spokesman for diabetes.
Subtrends include: #JonasAreBack, #JoeEatsFood, #YoureANileyFan, #itsagreysweater, Houston, #NickJonasDay, #WelcomeKevinJ, Everybody
|7||Chuck Norris||2||New||1,767||Chuck Norris turned 70 years old on March 10th. As a result, people are tweeting Chuck Norris facts.
Subtrends include: #iheardchucknorris, #chucknorris
|8||Corey Haim||1||New||1,146||Canadian actor Corey Haim, best remembered for roles in films "The Lost Boys," "Lucas" and "License To Drive," was found dead March 10. It appears to have been a drug overdose.
Subtrends include: Actor Corey Haim, Lost Boys, RIP Corey Haim, #RIPCoreyHaim, LAPD, Goonies, North Hollywood, Corey Haim, KNBC, Frank Albarren, Lucas
|9||#WeAdoreDemi||1||New||944||Fans are tweeting why they love Demi Lovato.|
|10||NBA||1||1||857||Mavericks played the Lakers, Lakers played the Nuggets, and Rodney Stuckey of the Detroit Pistons was taken to the hospital during a game against the Cavaliers.
Subtrends include: Kobe, Lakers, Ron Artest, Rodney Stuckey, Matt Barnes, Raptors, Chris Bosh
1. WTT tracks the appearance of topics on the Twitter Trending Topics list and each week ranks the brands (broadly defined to include marketers, products and celebrity/entertainment brands) with the most cumulative staying power. Explanations of trends are solicited from WTT users, Wikipedia-style; a community-voting system is designed to highlight the best explanations while burying lame or prank explanations.
2. For the purposes of this chart, we collect and process data until 12 midnight EST on Thursday night before each Friday's publication.
3. We broadly define "brands" to include major marketers (e.g., Apple) and branded products (e.g., iPad), as well as celebrity and entertainment brands (e.g., Lady GaGa, American Idol). Ad Age works with WTT to consolidate multiple threads of brand chatter (e.g., Apple, iPad, iTampon, Apple Tablet) into one position on the chart when it's clear related Twitter conversations are basically all about the same topic, even if they use different keywords.
4. In WTT's proprietary trend-tracking system, points are awarded for both duration and rank in the top 10 trending topics on Twitter. The longer the duration, and the higher the overall rank, the more points are awarded. Measurements are taken in five-minute increments.
5. The crowdsourced trend explanations above are quoted as they appear on WTT, and therefore may have stylistic and grammatical quirks that don't adhere to normal Ad Age editorial standards.
For more information about What The Trend, visit the WTT Frequently Asked Questions.
Simon Dumenco is the "Media Guy" media columnist for Advertising Age. You can follow him on Twitter @simondumenco.