Introducing Portada’s Buzz Barometer: WalMart has a great November performance

Today we are introducing the "Portada Buzz Barometer". Walmart showed a substantial increase in Buzz during November (see the chart below), while Verizon and T-Mobile also had a good performance. McDonald's, Unilever and Dish Networks registered Buzz decreases.

Walmart's Buzz  grew by 40% from October to November 2012 and reached the highest point in its "Buzz History". On the "Buzz - negative" side, Mc Donalds, and Dish Networks are the biggest losers.

Below is the change of Buzz in November of Major National Advertisers:

<h3>Methodology</h3>
The figures published above show the monthly change in the amount of searches in Google. The scale is from 1% to 100% as measured since 2004 until November 30,2012. 0% means no searches and 100% represents the highest amount of searches for the term throughout  the whole period.
Our Barometer measures the monthly percentage change in influence (buzz) that the top U.S. national advertisers generate on a monthly basis on the Internet.  Buzz is measured by the amount of times the name of the advertiser was used in Google searches during a given month, compared to the amount of searches it generated a month before.  The measure does not compare advertisers between them, but a given advertiser with its own past performance. Again, this is is not a comparison between the companies but of the same company versus its own performance the month before.
The study was made with data from Google Trends. The performance of each advertiser has been tracked since 2004 until November 30, 2012.  The chart below shows the history of each of the national advertisers during the first 12 months of 2012.

"Buzz" Performance of National Advertisers in 2012

* Data in %


Ene Feb Mar Abr May Jun Jul Ago Sep Oct Nov
walmart 56 56 54 52 55 60 62 61 58 59 100
procter & gamble 21 24 22 22 23 20 18 18 18 18 17
verizon 67 61 62 59 62 69 68 65 65 64 67
at&t 55 60 60 58 58 66 64 60 79 67 65
directv 48 44 44 49 47 52 100 85 68 58 59
mcdonalds 77 75 75 77 76 81 82 78 75 82 68
general motors 18 21 18 17 18 17 17 19 19 18 15
general mills 58 54 49 42 43 46 41 46 47 45 42
state farm 90 90 91 88 92 96 100 99 91 91 87
dish network 86 80 77 76 74 86 97 87 96 87 79
toyota 71 75 76 74 74 78 79 79 74 70 68
t-mobile 39 40 36 35 38 43 41 43 42 38 43
sprint 62 61 60 61 63 70 69 68 78 67 67
anheuser-busch 11 13 10 11 11 13 12 10 11 10 11
unilever 25 25 23 28 62 36 31 29 27 30 25

Every month Portada will publish the  "Portada Buzz Barometers" in two versions: "Portada Buzz Barometer - Advertisers" (published today above)  and Portada Buzz Barometer- Media" , to be published next week.


Raúl Ramirez Riba @rulsCC

Raúl Ramírez Riba is an avid digital content buff whose passions include film and music. He studied Communications at the Universidad Iberoamericana in Mexico City. Raúl worked for three years as head of web operations at radio station Ibero 90.9 and spent a year as Editor in Chief of the WannaFlock.com portal. He is currently Editor-at-Large at Portada.

MORE FROM PORTADA

Miami Tech Investors Provide LatAm Entrepreneurs with Path to Growth

Miami Tech Investors Provide LatAm Entrepreneurs with Path to Growth

We sit down with Raul Moas, the managing director of Accelerated Growth Partners (APG), a Miami-based angel investor network that provides capital to entrepreneurs in Miami, to discuss the city’s exciting startup scene, and how it has fostered the growth of Latin American businesses.


Ad-Tech Play The Trade Desk IPO’s at Higher than Expected Price

Ad-Tech Play The Trade Desk IPO’s at Higher than Expected Price

California-based ad tech company The Trade Desk, Inc. has officially gone public on The Nasdaq Stock Market.The Trade Desk debuted on the Nasdaq at US$28.75 as opposed to the company’s US$16-to-US$18-per-share projection.


How Brands Can Use Fan-Generated Video Content in Sports Marketing Campaigns

How Brands Can Use Fan-Generated Video Content in Sports Marketing Campaigns

Sports marketing experts talk about what self created fans’ video content represents to them, at Portada’s Hispanic Sports Marketing Forum, held in New York on September 14.