New Portada Media Buzz Barometer: Univision, Telemundo and Azteca America lead

In December we introduced the Portada Buzz Barometer for Advertisers. Today we are introducing the Portada Media Buzz Barometer. While there should be more than  "buzz", "buzz generation" can be very important for marketing and PR strategies. In this first release of our monthly analysis,  Univision, Telemundo, Azteca America, ImpreMedia and EZ Target belong to the media companies with the most positive change in "Buzz". ESPN and CBS are the entities with the most negative change. We are not comparing the level of buzz of one company compared to the other companies, but comparing a given media company with its own performance over time.

The figures published below show the monthly change in the amount of searches in  Google for each of the media companies names. 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.

strong>Below the Portada Buzz Barometer-Media (USH) representing percentage" buzz" changes from October to November 2012 (see Methodology below)

Below the development of each media company measured during the last 11 months measured against itself.
The  chart below shows the history of each of the national advertisers during the  January-November period of  2012.

Performance during January-November 2012

* Data in %

Jan Feb Mar Apr May Jun Jul Ago Sep Oct Nov
Univision 69 66 67 70 73 74 67 74 68 76 90
Telemundo 52 49 55 48 43 52 75 100 59 59 55
Fox 58 54 53 53 53 53 53 54 61 71 92
ABC 80 78 76 68 73 69 67 61 68 86 78
TeleFutura 78 60 45 37 55 34 39 36 35 30 27
CBS 59 53 83 54 47 37 40 49 82 86 72
NBC 21 23 19 20 20 19 46 54 25 29 29
Azteca America 51 53 58 66 66 42 46 45 45 40 68
ESPN 75 59 77 62 59 66 57 63 98 100 81
People en Espanol 50 46 45 50 59 49 47 51 48 43 45
Meredith 38 43 38 39 40 42 43 39 38 38 36
Televisa 22 21 24 24 26 27 29 33 23 23 27
ImpreMedia 41 39 35 37 23 37 23 20 22 25 43
Entravision 31 29 30 33 33 34 24 25 22 28 22
Google 80 80 81 82 83 79 78 80 85 98 97
Yahoo! 22 22 20 26 23 19 26 21 18 15 17
Terra 48 40 38 34 34 32 32 32 34 31 29
MSN Latino 74 66 61 66 65 67 59 57 59 57 53
AOL Latino 91 84 67 74 66 54 41 36 35 36 34
Orange 93 90 91 91 93 94 100 90 83 81 80
Batanga 35 33 33 33 35 34 29 29 30 26 27
EZ Target Media 53 55 51 41 48 42 42 43 44 43 65
Hola 60 60 60 59 62 66 67 69 68 62 66
Networks 35 37 34 33 34 32 31 32 33 33 31
Audience Science 32 62 47 43 49 47 33 55 52 53 46
Tribal Fusion 32 41 32 33 32 32 32 30 31 25 28

 

Methodology: How we measure "Buzz"

Our Barometer  measures the monthly percentage change in influence (buzz) that the top  Hispanic media companies  generate on a monthly basis on the Internet.  Buzz is measured by the amount of times the name of the media company 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 the media companies between them, but a given media company 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 media company has been tracked since 2004 until November 30, 2012.

Portada Buzz Barometer February 2012 Data  to be released in two weeks.


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.

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