A few notes about this week's Top 10 Most Tweeted Brands chart, a collaboration between Advertising Age and What the Trend:
- Sometimes it seems like girls rule (or grrrls rulez?) Twitter, given how dominant boy bands and female-skewing TV shows like "Glee" are on the microblogging service. But this week, boy culture dominated not only our Top 10 -- tweets about male-dominated sports basically took over the Twittersphere -- but lower-ranking Trending Topics as well, from a certain repeat train-wreck sitcom star (see: "Charlie Sheen Found Drunk, Naked in NYC Hotel") to "Dark Knight" (Twitterheads got all excited that franchise auteur Christopher Nolan has announced the title of the third installment of the Batman trilogy: "The Dark Knight Rises").
- As Liz Pullen, trend analyst at What the Trend, pointed out to me this morning, "All the tweeting about 'The Dark Knight Rises' is interesting because movie franchises seem to get talked up more before they are released than after they hit theaters. Maybe when films are in production, it's more about news releases -- here's the trailer, here's who's cast, this is the release date, etc. -- and after the film has come out, people who care about, say, Harry Potter can go onto a Harry Potter forum to talk about the film in depth."
- Fantasy-movie dorks (or, fans! I meant fans!) also tweeted their fingers off regarding the announcement that Martin Freeman will play Bilbo Baggins in Peter Jackson's "The Hobbit." It's unclear if Justin Bieber turned down the role first.
- Taylor Swift's in our Top 10, so that's a big win for the girls, right? Well, not entirely. As a recent glowing profile of the pop star in the New York Times ("one of the most important new musicians of the decade" -- seriously, it actually said that) made clear, her new hit album is largely an exercise in exorcising the demons of past relationships with famous boys she's dated. If you're dying for more information on all that drama, you could pick up the Nov. 1 People magazine with the Taylor Swift cover and the small inset photos of Joe Jonas, Taylor Lautner and John Mayer with the hilarious subhead "THE GUYS AND THE LIES." Or you could just ask Ad Age's in-house Taylor Swift scholar @KenWheaton.
How is this chart made? See Notes, below.
|Trend||Peak Position This Week||Points||Crowdsourced Description|
|1||NBA||1||4,138||Tweets about various teams, players and games.|
|2||UFC||1||3,932||Tweets about various teams, players and matches.
Subtrends include: Brock Lesnar, Velasquez, #ufc121, Cain Velasquez, McGee, Hamill, Lesner, Tito Ortiz, Brown Pride, Napão, Diego Sanchez, Jake Shields, Heavyweight, Lawlor, Kampmann, Cain Velazquez, Cigano, Enter Sandman
|3||Taylor Swift||1||3,711||Fans are enthusing over the third @taylorswift13 album.|
|4||NFL||2||3,436||Tweets about various teams, players and games.|
|5||European Soccer/Football||1||3,186||Tweets about various teams, players and matches.|
|6||The Hobbit (Movie)||4||3,007||Fans are tweeting about the announcement that Martin Freeman will play Bilbo Baggins in the upcoming movie The Hobbit.
Subtrends include: Bilbo, Martin Freeman, Baggins
|7||Justin Bieber||1||2,871||Fans are tweeting about pop star Justin Bieber in part because of the release of the trailer for his upcoming "Never Say Never" 3D movie.
Subrends include: #neversaynever3d
|8||Sony||3||2,581||Sony announced today it will no longer make the cassette Walkman for its home Japanese market.
Subtrends include: Walkman
|9||Gregory Isaacs||1||2,515||Gregory Isaacs, reggae music great, died on Monday, Oct 25.
Subtrends include: Isaacs, RIP Gregory
|10||Various Brazilian political brands||2||2,485||Tweets about the Brazilian election season.
Subrends include: #13confirma, #dia31vote13, #serrarojas, #br45il, #vejamente, ProUni, Jader Barbalho, Petrobrax, Financial Times, Beringhs, CNT/Sensus, Cássio Cunha Lima
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.