A few notes about this week's Top 10 Most Tweeted Brands chart, a collaboration between Advertising Age and What the Trend:
- No surprise: the World Cup takes our No. 1 spot again this week. (Justin Bieber, the former King of Twitter, should maybe think about taking up soccer.) Remarkably, Galvao Bueno, a Brazilian sportscaster, holds his own again on our chart for a second week thanks to (as noted in this space last week) a joke that took on a life of its own: Sports fan who found him annoying started tweeting "Cala Boca Galvao" -- telling him to shut up -- and then assorted Brazilian mischief-makers pretended that the phrase had something to do with saving an endangered bird, a Twitter meme that quickly exploded. The full story's in my colleague Lauren Wentz's piece, "In Twitter Joke, Brazil Invents Story Around Phrase 'Cala Boca Galvao.'"
- Tadeu Schmidt is the new Galvao Bueno! Yes, yet another Brazilian broadcaster is getting worldwide brand exposure on Twitter thanks to people telling him to shut up. Global Voices explains why he annoyed Brazilian TV viewers, and how various Twitter jokesters have once again attached fake meaning to a phrase. Sample tweet: "CALA BOCA TADEU SCHMIDT is the new Galvao Institute's Project 2 save the Tadeu Monkeys in the Amazon Forest from extinction. We need ur help."
- More evidence that being a trending brand on Twitter is not necessarily a good thing: At the moment, it seems like a huge proportion of tweets name-checking Apple have to do with the antenna/reception issues plaguing the new iPhone.
- Twitter is not only an outlet for complaints and mischief, it's also a political forum (new Australian Prime Minister Julia Gillard is Twitter's breakout political brand of the week), a place to say farewell to beloved cultural figures (e.g., Portuguese writer Jose Saramago) and even a nostalgia machine. Rather incredibly, Lizzie McGuire, the Disney character played by Hillary Duff in the "Lizzie McGuire" sitcom on the Disney Channel from 2001 to 2004, was huge in Twitter's Trending Topics this week because the Disney channel re-aired 2003's cleverly named "The Lizzie McGuire Movie." And so a gazillion older, wiser girls and young women looked back on their preteen and teen years and tweeted their love for Lizzie -- often attaching the hashtag #showsweneedback. You're listening, right, Disney?
(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||38,622||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||NBA||1||8,203||Tweets about the NBA finals and the NBA Draft.
For the complete list of subtrends see whatthetrend.com
|3||Lizzie McGuire||1||4,008||The Lizzie McGuire Movie aired again on The Disney Channel. Before Miley Cyrus, there was Hilary Duff, who was reigning Disney princess with her TV show and Disney movies like "Cadet Kelly" and "The Lizzie McGuire Movie."|
|4||Apple||2||3,654||Tweets about Apple's new iPhone, its antenna problem and its new operating system.
Subtrends include: iOS4, iOS, #iphone4, Downloading iOS4, iPhone4, #iOS4, OS4
|5||Father's Day||1||3,318||Tweets about Father's Day.
Subtrends include: #deardad, Fijne Vaderdag, Vaderdag, #happyfathersday, #tentangayah, Fathers
|6||Tennis, Wimbledon||1||3,234||Tweets about various players and matches.
Subtrends include: Wimbledon, John Isner, Nicolas Mahut, Mahut, Isner, #wimbledon, Roger Federer, Longest Tennis Match, Robin Haase, Alejandro Falla, John Isner wins, Andy Murray, Gano Isner, Well done Isner, Haase
|7||Galvao Bueno||1||3,058||"Cala boca Galvão" means "Shut up Galvao". Galvão Bueno is the name of one of the most important sportscasters in Brazil but his cheesy catchphrases and excessive patriotism lead to stupid remarks during every Brazil match. No, it's not about saving a rare bird.
Subtrends include: CALA BOCA GALVÃO, BOCA GALVÃO, Galvão dançando, CALA BOCA, Galvão
|8||José Saramago||1||2,848||The Portuguese writer Jose Saramago has died at age 87 at his home in Lanzarote, Canary Islands, on Friday (18).
Subtrends include: Saramago, Escritor José Saramago, Saramago morreu
|9||Australian political brands (various)||1||2,676||Julia Gillard was just elected as Australia's first-ever female Prime Minister, replacing Kevin Rudd.
Subtrends include: Julia Gillard, Rudd, Female Prime Minister, Tony Abbott, Gillard
|10||Tadeu Schmidt||1||2,187||Tadeu Schmidt is a Brazilian Reporter from TV GLOBO, the biggest network in Brazil. Twitterers are angry because he presented a report criticizing Dunga, the Brazilian football coach, during a press conference after the Brazil vs. Ivory Coast match. CALA BOCA TADEU SCHMIDT is the new (fake) Galvao Institute's Project 2 save the Tadeu Monkeys in the Amazon Forest from extinction.
Subtrends include: CALA BOCA TADEU SCHMIDT, Tadeu Schmidt, BOCA TADEU, CALA BOCA TADEU, TADEU
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.