A few notes about this week's Top 10 Most Tweeted Brands chart, a collaboration between Advertising Age and What the Trend:
- The top breakout stars of the World Cup -- Mick Jagger, Paul the Octopus and Cristiano Ronaldo -- gathered so much momentum on their own that the folks at What the Trend decided to track them individually rather then roll them into the World Cup uber-trend. Portuguese soccer star Ronaldo has been getting a big buzz boost off the field thanks to his surprise single-daddyhood and the gossip surrounding the identity of his baby's mother. (The Daily News' take: "Soccer star Cristiano Ronaldo welcomes baby boy amid claims he conceived with surrogate mother.") Elderly rocker Jagger, as of noon today, is still in Twitter's current Top 10 Trending Topics. Per the WTT crowdsourced explanation: "His appearance among the World Cup spectators is believed to have jinxed the English, American and Brazilian teams." Regarding the surreal story of Paul the Psychic Octopus, here's the latest: He's predicting Spain will beat Holland in the World Cup final.
- Did you notice the headline on this column? Cristiano, Mick and Paul all fit, so now let's test my theory with the rest of our top 10: Critically panned "The Last Airbender" -- lame. The World Cup, the UFC, Lizzie McGuire, Harry Potter, LeBron James -- all trending largely because of TV airtime (Potter in Indonesia, which increasingly looms large in Twitter trends; McGuire on Disney Channel). Feel free to attach "lame" and "annoying" to any of those as well, as you see fit. Frida Kahlo -- very dead (to the tune of nearly 56 years), but her birthday was July 6, so Twitter threw her a virtual birthday party. (Google also marked the day with a so-called "Google Doodle" home-page drawing of Kahlo, which obviously drove interest.)
- Breaking news: I just got off the phone with a certain carnivorous marine mollusk. Paul the Octopus says that Disney will finally green-light a "Lizzie McGuire Movie" sequel! "I predict it will be awesome," he added.
(What the Trend Pro, the service I use to create this charticle, offers an in-depth look at hundreds of trends each week.)
How is this chart made? See Notes, below.
|Trend||Peak Position This Week||Points||Crowdsourced Description|
|1||FIFA World Cup||1||33,360||The World Cup, the world's largest sporting event, is taking place in South Africa from June 11 - July 11. Tweets about various matches, teams and players.
Subtrends include: #worldcup and dozens more (see whatthetrend.com for the complete list)
|2||Mick Jagger||1||9,757||Member of the Rolling Stones, his appearance among the World Cup spectators is believed to have jinxed the English, American and Brazilian teams (even though he attended games where these teams won). Mick Jagger supported England, USA and Brazil in the World Cup and all three were eliminated. Every team he supports in the World Cup ends up losing.|
|3||Harry Potter||1||7,481||Trending because the Harry Potter movies have been airing on national TV in Indonesia.|
|4||The Last Airbender (Movie)||1||6,282||"The Last Airbender," based on the popular Nickelodeon animated series, has a laughably bad rating of 8% on rottentomatoes.com.|
|5||Paul the Psychic Octopus||1||5,837||The German octopus that successfully predicted the results of World Cup matches. Pulpo means Octopus in Spanish.
Subtrends include: Pulpo Paul, Polvo Profeta, Psychic Octopus, Pulpo, Polvo Vidente
|6||Cristiano Ronaldo||2||3,357||Famous soccer player who plays for Portugal. He is trending, in part, because he just had a child, with an unnamed mother, and he plans to raise the child as the sole guardian.|
|7||UFC||1||2,271||Brock Lesnar is the UFC Heavyweight Champion after defeating Shane Carwin at UFC 116.
Subtrends include: Brock Lesnar, Shane Carwin, Carwin, Chris Lytle, #ufc116, Stephan Bonnar, Lesner, Chris Leben
|8||LeBron James||5||1,989||In a one-hour special on ESPN on July 8th, James announced he is choosing to leave the Cleveland Cavaliers for the Miami Heat. LBJ: acronym for LeBron James. #justofferedlebron: What different people would offer LeBron if he signs with a team- started by @myfabolouslife (rapper Fabolous).
Subtrends include: LBJ, #lebrondecision, #justofferedlebron
|9||Frida Kahlo||1||1,968||July 6th was the anniversary of Frida Kahlo's birth in 1907. The event is also getting attention because Google created a special logo in her honor.|
|10||Lizzie McGuire (Movie)||2||1,734||"The Lizzie McGuire Movie" is airing again on The Disney Channel. Before Miley Cyrus, there was Hilary Duff, who was reigning Disney princess with her TV show and Disney movies.|
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.