Today we present the new 2014 Portada Buzz Barometer for Latin America. Each month, we will be publishing three studies on the behavior of the main advertisers in the U.S. Hispanic market, Mexico, and Latin America. Below is the Portada Barometer for the Latin American market.
Translated by Candice Carmel
In this edition of the Barometer, Coca Cola, Netflix and Google top our list of advertisers generating the most Buzz during the month of February in the Latin American market. Of the 13 brands measured, these are the only ones to score a buzz higher than 8 points. Toyota and McDonald’s were the only two other brands getting positive buzz in February. American Express was the brand that generated the least buzz, with a decrease of 3 points, followed by Dell with a 2-point drop.
The Buzz change in February for the top 15 advertisers in the Latin American market was the following:
In the case of Netflix, the new season launch of House of Cards tied in with the agreement between Netflix and Comcast. Similar Buzz was generated by the joint project between Netflix and Disney to create Marvel series and the Netflix spoof on Amazon drones. Coca-Cola generated news with the drop in its share price on the NYSE, reporting falling profits of up to 8.3% in various media that also impacted local partners such as Coca-Cola Femsa in Mexico. As for Google, February was full of news related to its Google Glass product, its Tango (3D mapping technology) project, its mobile payments platform in the cloud, and the expansion of its ultrafast Internet to 34 cities in the United States. Facebook’s acquisition of Whatsapp also received significant Buzz, since various media reported that Google had also angled to buy the mobile messaging company.
Methodology and figures
The figures in our barometer show the monthly change in Buzz points as measured from the traffic generated in Google searches. The scale measures monthly readings from 2004 to today, recording changes and comparisons for each brand’s performance. It is important to note that our barometer does not measure brands against each other, but rather measures only the performance of each brand with respect to itself. Buzz points are derived from the average of the difference between the Buzz measured in the current month of 2014 with the Buzz recorded in the same month in 2013, and the difference between the Buzz measured for the current month of 2014 and the Buzz of the previous month. The formula is: ((AB)+(AC))/2, where A is the Buzz of the current month in 2014; B is the Buzz for the same month in 2013; and C is the Buzz of the month immediately preceding the current month.
The Buzz is a number that can go from 0 to 100 and is measured by the Google Trends tool, which allows us to see the search trend of any term since 2004. A score of 100 denotes the moment when a term has generated the most searches to date since 2004. In some cases, the highest score is recorded in a distant year (such as General Motors, which achieved this score in 2005). In other cases, the highest score has been recorded recently (like Walmart in November 2013). What is important for our study are not the Google Trends scores, but the average changes (arc change) that each brand has achieved with respect to itself within a defined period (the month of the study) compared with the same period last year and the month immediately preceding the current one.
The list of advertisers for the Latin American market has been culled from several existing studies on the major advertisers for each of the markets studied. The markets studied as a representative sample for Latin America are the region’s three main economies by GDP: Brazil, Mexico, and Argentina. The Buzz for each month, shown below, is the average of each country’s buzz rounded to whole numbers. For technical reasons we have left out some advertisers whose names do not appear as a main part of their marketing materials, i.e.: those whose advertising is focused on selling its branded products, but not on generating buzz about their own name (such as P&G).
Below are the figures obtained with this tool for the Latin American market, which were used to calculate the Buzz points on our barometer.
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