Top Brand Ad Spending by Category and Social-Media Ranking
SOCIAL-MEDIA WINNERS AND LOSERS
Ad Age asked social-media tracker Infegy to examine the sentiment of online conversations around the top 200 megabrands as ranked by 2010 expenditures in measured media. Infegy tracks posts on 40 million online sources including blogs, Twitter, Facebook and other networks and analyzes the sentiment of the brand references. Infegy's system looks both at the overall tone of a post and also the references within the post. So a post such as "I love my Apple iPhone. Despite its dropped calls it's the best phone out there," would count as a positive post with one negative and two positive references.
Here are the top 10 and bottom 10 for the four metrics: Volume, Reference, Article and Overall Score.
| SOCIAL-MEDIA RANKING BY SCORE | ||||||||||
| TOP 10 | BOTTOM 10 | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| Name | Volume | Reference Positivity | Article Positivity | Score | Name | Volume | Reference Positivity | Article Positivity | Score | |
| Apple | 12,850,311 | 75% | 71% | 7,753,785 | Abilify | 13,683 | 34% | 26% | 1,409 | |
| Amazon | 11,173,839 | 79% | 71% | 7,101,823 | Xfinity | 12,417 | 58% | 50% | 1,385 | |
| LG | 8,601,194 | 91% | 88% | 6,094,856 | Lyrica | 11,786 | 52% | 44% | 1,315 | |
| Microsoft | 6,013,165 | 83% | 79% | 4,285,016 | Wrigley's | 5,299 | 79% | 63% | 813 | |
| HP | 4,932,584 | 85% | 86% | 3,748,011 | Bankrate | 22 ,377 | 59% | 41% | 790 | |
| Sony | 4,358,506 | 84% | 86% | 3,116,360 | Liberty Travel | 1,177 | 86% | 83% | 446 | |
| E-Trade | 6,341,774 | 69% | 65% | 3,001,556 | 1-800-Contacts | 2,411 | 79% | 58% | 411 | |
| Nike | 3,482,230 | 89% | 88% | 2,825,267 | Symbicort | 2,309 | 63% | 35% | 383 | |
| BlackBerry | 3,649,367 | 88% | 82% | 2,635,681 | Pristiq | 3,341 | 44% | 23% | 381 | |
| Ford | 4,221,809 | 83% | 77% | 2,484,355 | Toviaz | 133 | 53% | 46% | 7 | |
Not surprisingly, the technology brands score highly overall, partially based on the volume of posts they receive -- people love to use technology to talk about technology. High volume isn't enough to put you on top. There is such a thing as bad online publicity as BP, Toyota and Visa demonstrate.
| SOCIAL-MEDIA RANKING BY REFERENCE POSITIVITY | ||||||||||
| TOP 10 | BOTTOM 10 | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| Name | Volume | Reference Positivity | Article Positivity | Score | Name | Volume | Reference Positivity | Article Positivity | Score | |
| Loreal | 133,722 | 93% | 84% | 49,902 | Bank of America | 369,538 | 50% | 46% | 103,411 | |
| Dish Network | 154,754 | 92% | 88% | 106,305 | JP Morgan | 182,145 | 49% | 37% | 25,618 | |
| Maybelline | 86,942 | 92% | 83% | 32,936 | Lipitor | 39,111 | 47% | 39% | 4,697 | |
| Skechers | 72,372 | 92% | 79% | 37,696 | DayQuil | 97,763 | 47% | 40% | 7,217 | |
| Olay | 184,873 | 92% | 86% | 56,744 | Cymbalta | 53,541 | 46% | 33% | 8,175 | |
| Revlon | 78,535 | 92% | 83% | 31,304 | Chantix | 12,735 | 45% | 36 % | 2,025 | |
| Scooter Store | 5,942 | 91% | 48% | 2,001 | Pristiq | 3,341 | 44% | 23% | 381 | |
| Crest | 291,892 | 91% | 80% | 95,330 | Crestor | 17,901 | 42% | 34% | 1,835 | |
| LG | 8,601,194 | 91% | 88% | 6,094,856 | BP | 1,198,556 | 41% | 34% | 289,780 | |
| Neutrogena | 47,583 | 91% | 80% | 22 ,332 | Abilify | 13,683 | 34% | 26% | 1,409 | |
When you drill deeper into the reference positivity, cosmetic and personal-care brands dominate the top 10. There are brands that people talk about, but don't usually have negative comments about.
| SOCIAL-MEDIA RANKING BY ARTICLE POSITIVITY | ||||||||||
| TOP 10 | BOTTOM 10 | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| Name | Volume | Reference Positivity | Article Positivity | Score | Name | Volume | Reference Positivity | Article Positivity | Score | |
| Canon | 2,320,634 | 88% | 93% | 1,777,235 | Dayquil | 97,763 | 47% | 40% | 7,217 | |
| Samsung | 3,173,841 | 84% | 91% | 2,407,608 | Lipitor | 39,111 | 47% | 39% | 4,697 | |
| Dish Network | 154,754 | 92% | 88% | 106,305 | JP Morgan | 182,145 | 49% | 37% | 25,618 | |
| Disney | 2,918,941 | 90% | 88% | 2,286,135 | Chantix | 12,735 | 45% | 36 % | 2,025 | |
| LG | 8,601,194 | 91% | 88% | 6,094,856 | Symbicort | 2,309 | 63% | 35% | 383 | |
| Nike | 3,482,230 | 89% | 88% | 2,825,267 | BP | 1,198,556 | 41% | 34% | 289,780 | |
| Sony | 4,358,506 | 84% | 86% | 3,116,360 | Crestor | 17,901 | 42% | 34% | 1,835 | |
| Olay | 184,873 | 92% | 86% | 56,744 | Cymbalta | 53,541 | 46% | 33% | 8,175 | |
| HP | 4,932,584 | 85% | 86% | 3,748,011 | Abilify | 13,683 | 34% | 26% | 1,409 | |
| Ashley Furniture | 23,246 | 90% | 85% | 15,185 | Pristiq | 3,341 | 44% | 23% | 381 | |
Consumer-technology brands such as Canon lead in article positivity -- they often get dinged in reference scores because even positive reviews tend to include some negative comments. Pharmaceuticals, banks and BP lag at the bottom of both scores.
| SOCIAL-MEDIA RANKING BY VOLUME | ||||||||||
| TOP 10 | BOTTOM 10 | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| Name | Volume | Reference Positivity | Article Positivity | Score | Name | Volume | Reference Positivity | Article Positivity | Score | |
| Apple | 12,850,311 | 75% | 71% | 7,753,785 | Dannon | 8,100 | 60% | 51% | 1,536 | |
| Amazon | 11,173,839 | 79% | 71% | 7,101,823 | Select Comfort | 6,985 | 88% | 68% | 3,006 | |
| LG | 8,601,194 | 91% | 88% | 6,094,856 | Scooter Store | 5,942 | 91% | 48% | 2,001 | |
| AT&T | 7,913,587 | 71% | 61% | 2,056,554 | Rooms To Go | 5,822 | 79% | 81% | 2,818 | |
| E-Trade | 6,341,774 | 69% | 65% | 3,001,556 | Wrigleys | 5,299 | 79% | 63% | 813 | |
| Microsoft | 6,013,165 | 83% | 79% | 4,285,016 | Pristiq | 3,341 | 44% | 23% | 381 | |
| HP | 4,932,584 | 85% | 86% | 3,748,011 | 1-800-Contacts | 2,411 | 79% | 58% | 411 | |
| Sony | 4,358,506 | 84% | 86% | 3,116,360 | Symbicort | 2,309 | 63% | 35% | 383 | |
| Fox | 4,345,103 | 70% | 61% | 1,387,366 | Liberty Travel | 1,177 | 86% | 83% | 446 | |
| Ford | 4,221,809 | 83% | 77% | 2,484,355 | Toviaz | 133 | 53% | 46% | 7 | |
