A few notes about this week's Top 10 Most Tweeted Brands chart, a collaboration between Advertising Age and What the Trend:
- This week fully one-fifth of our Top 10 traces directly back to Disney Channel: Disney star Selena Gomez charted because she and her band debuted her new music video for "A Year Without Rain" on the cable channel, and fans of the Disney Channel original movie "Camp Rock 2: The Final Jam," starring Demi Lovato and the Jonas Brothers, went coo-coo crazy for it on Twitter. Actually, they went coo-coo crazy cross-platform: According to Disney, the movie "reached 21 million unduplicated total viewers, including 9.9 million kids 6-14 over its premiere weekend," the soundtrack hit No. 1 on iTunes and Disneychannel.com notched its highest-traffic day in six months.
- Justin Bieber isn't a Disney Chanel star, but the 16-year-old crooner has returned to dizzying heights of Twitter buzz (second only to the NCAA as a brand meme this week) thanks, obviously, to the Disney Channel demographic. Amusingly, he got a big boost from a gay joke. Per the WTT crowdsourced trend definition of the Twitter meme "One Less Lonely Boy," aka "OLLB": "Justin's crew pranked him during a concert. When he sang "One Less Lonely Girl" (where he usually sings to a female fan pulled from the audience) they had a large man wearing a tiara as his one less lonely boy." The Biebs reacted by tweeting last Sunday, "they got me good 2nite....they got me good. wow. haha"
- Elsewhere in our Top 10: Pop star Rich Cronin of the '90s/'00s boy band LFO, a.k.a. Lyte Funky Ones, was memorialized by fans (he died of leukemia this week at age 35); Beyonce Knowles surged because she turned (gasp) 29; and -- wait, what? Stephen Hawking? Yeah, he did a cameo on "Camp Rock 2: The Final Jam." OK, I'm kidding. Actually, he's got a new book out this week titled "The Grand Design," in which he says that God doesn't exist. In the intro, he writes, "How can we understand the world in which we find ourselves? Over 20 years ago I wrote 'A Brief History of Time,' to try to explain where the universe came from, and where it is going. But that book left some important questions unanswered. Why is there a universe -- why is there something rather than nothing? Why do we exist?" The new book also includes a whole chapter titled "Why does Justin Bieber exist?" OK, I'm kidding again. I think.
How is this chart made? See Notes, below.
|Trend||Peak Position This Week||Points||Crowdsourced Description|
|1||NCAA||1||7,044||Tweets about various teams, games and players.
See whatthetrend.com for a complete list of subtrends.
|2||Justin Bieber||1||5,316||Justin Bieber's crew pranked him during a concert last Sunday. When he sang "One Less Lonely Girl" (where he usually sings to a female fan pulled from the audience) they had a large man wearing a tiara as his one less lonely boy. OLLB is short for One Less Lonely Boy.
Subtrends include: One Less Lonely Boy, #5millionbeliebers, #rememberwhenjustin, OLLB.
|3||1||2,431||People are celebrating Google's 12th birthday. Google announced its 'instant search' feature which will display results as you are typing.
subtrends include: #happybirthdaygoogle, Google Instant Search, Instant Search
|4||Selena Gomez||1||2,430||Selena Gomez and the Scene released the music video for their new single, "A Year Without Rain," on Disney Channel, after the world premire of "Camp Rock 2: The Final Jam."
Subtrends include: Year Without Rain, Without Rain
|5||Duke Nukem Forever||1||2,340||Duke Nukem Forever is a game that has had a notoriously long and difficult development, which spans 13-plus years and multiple temporary cancellations. It will finally be released by Gearbox Software in 2011.|
|6||Camp Rock 2 (Movie)||1||2,181||Sequit to the hit "Camp Rock" that aired on the Disney Channel. Starring Demi Lovato and The Jonas Brothers.
Subtrends include: #CAMPROCK2
|7||Beyonce||1||2,151||It was Beyonce Knowles' 29th birthday on Sept. 4.
Subtrends include: #HappyBDayBeyonce, #happybirthdaybeyonce
|8||Rich Cronin||1||2,125||Member of boy band LFO. Succumbed to his battle with acute myelogenous leukemia at the age of 35 on Sept. 8.
Subtrends include: LFO, Cronin
|9||Stephen Hawking||1||2,088||Famed theoretical physicist Professor Stephen Hawking declares in an upcoming book that he believes that God did not create the universe or spark the Big Bang.
Subtrends include: Hawking
|10||Soccer/Football||1||1,953||Tweets about various players, matches and teams.
See whatthetrend.com for a complete list of subtrends.
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 FAQ. And check out WTT's Week in Review, compiled by its in-house editors and covering an expanded general list of Top 20 trends (including hashtag trends) here.
Simon Dumenco is the "Media Guy" media columnist for Advertising Age. You can follow him on Twitter @simondumenco.