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 |
| 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.
