A few notes about this week's Top 10 Most Tweeted Brands chart (which focuses mostly on the sorts of sports and entertainment brands that surge on Twitter), a collaboration between Advertising Age and What the Trend:
- Tweets about European soccer (football) teams, players and matches actually collectively overshadowed NFL-related tweets this week -- yet more evidence of Twitter's growing global footprint.
- Brazilians -- who have been huge on Twitter ever since the World Cup -- continue to drive Twitter memes about their native pop culture into the Twitter mainstream, with tweets about the Brazilian version of the MTV Video Music Awards surging this week and shout-outs to the Brazilian band Restart also making our Top 10.
- Harry Potter fans with Twitter accounts have been frrrrrreaking out about the release of a full trailer for "Harry Potter and the Deathly Hallows." Sadly, though, Harry still got overshadowed on Twitter by (gah!) Justin (Bieber), who got a big buzz boost thanks to his acting debut in the form of a cameo appearance on "CSI: Miami." Of course the name of the character he played, Jason McCann, has been surging as a Trending Topic on Twitter, so now hardcore Beliebers have yet another way to tweet about their beloved.
- Speaking of TV, HBO's "Boardwalk Empire" just missed making our Top 10.
- Yet more Tweet-vee (Twitter, face it: You're nothing without TV): "Gossip Girl" actually edged out "Glee" in Twitterland this week. OMG OMG OMG!!!
How is this chart made? See Notes, below.
|Trend||Peak Position This Week||Points||Crowdsourced Description|
|1||Various European soccer/football brands||1||5,329||Tweets about various teams, players and matches.|
|2||1||4,971||Tweets about Twitter -- including the revamped Twitter site, aka "New Twitter" -- and the so-called Twitter "mouseover" security flaw that has plagued the microblogging service.
Subtrends include: #newtwitter, Twitter Got Hacked, Security Flaw, Mouseover, XSS, Exploit, Onmouseover
|3||NFL||1||4,035||Tweets about various teams, players and games.|
|4||RBD||1||3,791||The Mexican pop-band RBD.|
|5||Brazilian VMAs||1||2,981||Tweets about various performances and winners at the MTV Video Music Brazil (VMB) awards.|
|6||Justin Bieber||1||2,881||Justin Bieber loomed large at the Brazilian VMAs. He also made a cameo appearance on "CSI: Miami," playing the character Jason McCann.
Subtrends include: Jason McCann
|7||Harry Potter||1||2,591||A full trailer for the upcoming Harry Potter film has been released.
Subtrends include: Deathly Hallows trailer, Harry Potter trailer
|8||Gossip Girl (TV Show)||1||2,071||The television show "Gossip Girl" is back for its fourth season.|
|9||Glee (TV Show)||2||1,612||The television show "Glee" is back for its second season.|
|10||Restart||1||1,524||The Brazilian band Restart is hot right now.|
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.