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A collaboration between media industry economic tracker and forecaster PQ Media and social media audience measurement firm uberVU found that consumer technology and food/beverage brands dominated social media conversations in the month of July, the first month for which data was compiled.
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The report based its rankings on social media impressions, a measurement of the number of times an advertisement is displayed. Each time an advertisement is displayed, not clicked on, counts as a single impression. Ads for the number one most-mentioned brand, Coke, displayed 1.48 billion times in July. It led impressions by a margin of two-to-one over the next-most-mentioned brand, Apple. Apple’s impressions amounted to 761 million, Google’s 607 million, Amazon’s 556 million, and Samsung’s 469 million.
Top brands accounted for a disproportionate share of total brand mentions. Coke alone constituted 14 percent of the 10.6 billion total impression generated by the top 100 brands.
While the results were not contextualize to show the effects of seasonality and year-over-year trending, the rankings revealed an unexpected nuance. Even though the United States’ spending on advertising represents half of the world’s total, the country generated only 44 percent of this month’s social media brand impressions.
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