As Twitter goes global, so goes the Top 10 Most Tweeted Brands chart (look for it each Friday), a collaboration between Advertising Age and What The Trend, the social-media trend-analytics service. U.S.-based entertainment brands used to routinely bigfoot the Twitter "trending topics" list, but this week 13-member South Korean boy band Super Junior actually outranks "American Idol" (sorry, Simon Cowell), thanks largely to Indonesian fans tweeting their love. Partisans of U.S. pop culture can console themselves that pint-size crooner Justin Bieber (who is originally from Canada, but signed to the U.S.-based Universal Music Group) is still the most-tweeted entertainment brand (or brand of any sort) on Twitter, while the Jonas Brothers cracked the Top 10 once again -- but only because of Chilean and Argentinian fans begging the boys to visit their countries.
With so much tween/teen pop culture dominating the Twitter conversation, it's sort of a relief to see some bona-fide adult entertainment making our list: R-rated Martin Scorsese horror-thriller "Shutter Island" and Tiger Woods. (Yes, I've decided that until he starts golfing again, Tiger is, for all practical purposes, an adult entertainer: We're paying attention to him because he's a slut -- albeit an apologetic slut.)
And, how great is this? The biggest political brand of the moment -- President Obama's Health Care Summit -- actually edged out IHOP, aka the International House of Pancakes, which made our list because of its pancake giveaway. God bless America, land of Universal Pancake Coverage.
P.S.: Brands making the Top 100, but not cracking our Top 10, include SeaWorld (thanks to the tragic death of a killer-whale trainer), Apple (thanks to its controversial clamp-down on racy apps), Walmart (because of its purchase of Vudu) and ever-embattled Toyota.
How is this chart made? See Notes, below.
|Trend||Peak Position This Week||Peak Position Last Week||Points||Crowdsourced Description|
|1||Justin Bieber||2||3||6,516||The young Canadian R&B/pop singer has a lot of fans who like to tweet about him. He is trending these days because his solo begins the new version of "We Are the World," the song for the relief efforts in Haiti.
Subtrends include: #BABYMusicVideo, School Gyrls, My World 2, #justinbieberfruit, #grindmebieber, #justinweloveyou, RT NOW Justin Bieber
|2||Olympics||1||1||1,991||People are tweeting about the 2010 Winter Olympics in Vancouver. Hot topics have been hockey, ice skating/dancing, and some anger over NBC's broadcast schedule.
Subtrends include: Canada, Joannie Rochette, Canadian, Amy Williams, Brodeur, Ryan Miller, NBC, Vancouver, Clara Hughes, Olympics, #van2010, Ice Dancing, USA, Slovakia, Ski Cross, Apolo Ohno, Gold, Latvia, russia, Team USA, Tessa Virtue, Swiss, MSNBC, Chris Drury, Finland, Rachel Flatt, Bode Miller, Jon Montgomery, Linkin Park, Mao Asada, Randomly Viral, #curlingJP, Canadians, Ice Dancing, Russians
|3||Jonas Brothers||3||3||1,717||Chilean and Argentinian fans both lobbied for the Jonas Brothers to come to their respective countries.
Subtrends include: #OMJretweetif, WeNeedJonasInArg, #ChileWantsJonas, #ChileNeedsJonas, JonasinArgentina2010, #WeNeedJonasInArg, #OMJsotrue, Jonas, ArgentinaNeedsJonas, JonasBBGood2Chile &, #OhMyJonas, #WeNeedJonasInChile
|4||Shutter Island||4||New||1,576||A new movie that stars Leonardo DiCaprio and Mark Ruffalo.|
|5||Tiger Woods||2||3||1,575||Golfer Tiger Woods spoke on 2/19 about his marital infidelity and apologized publicly.
Subtrends include: #TigerWoods, #tigershouldve, Elin, Buddhist, This Tiger Woods
|6||Super Junior||2||2||1,073||Super Junior is a band from from South Korea with a very strong Twitter fanbase.
Subtrends include: INDONESIAN ELFs, #SuperJuniorTrot, #cintashindong, #getwellsooneunhyuk, #ss2taiwan, Marry U, Heechul, ROKKUGO
|7||4||4||1,010||Twitter trended due to a few different phishing attacks, an article about Twitter advertising, and the fact that 50% of all tweets are not in English.
Subtrends include: Yet Another Phishing, Twitter Phishing, This You, Direct Message, Twitter 'LOL', Twitter 'LOL'
|8||American Idol||4||4||1,005||The US talent show airs Tuesday and Wednesday nights on Fox.
Subtrends include: American Idol, #americanidol, Andrew Garcia, Casey James, Lee Dewyze, Fantasia, Andrew Garcia Sachin, Aaron Kelly)
|9||Health Care Summit||3||New||966||The Health Care Summit is being held in Washington, D.C.
Subtrends include: #hcrsummit, Health Care Summit, GOP, CBO, #hcr, Barrasso, Paul Ryan, Lamar Alexander, Boehner, Senate, Louise Slaughter, Potus, White House, Clyburn, Pelosi, Obama, Congress, Republicans
|10||IHOP||3||New||915||The IHOP restaurant chain has a free-pancakes-for-charity promotion Tuesday, February 23rd.
Subtrends include: IHOP, National Pancake Day, February 23
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.