General Sentiment, a sentiment analysis company, has come to the rescue. Using media prices, they’re looking to answer the question “How much would it have cost to attract the same media exposure through traditional advertising?” And they’re putting a $ sign in front of it.
Starting with the Top-100 Global Brands from the 2009 Interbrand Report, General Sentiment looked at the buzz those companies were getting on news media, social media and Twitter (why they’re separated from social media, I don’t know, but it’s cool to look at their results on their own). They calculated how much these companies would have had to spend on traditional advertising to attract the same level of attention. General Sentiment published the top 20 in their Q4 Media Value Report
| Company | News Media | Social Media | Total | Trend | ||
| 1 | $244,593,000 | $402,279,000 | $22,756,000 | $669,629,000 | Down | |
| 2 | Microsoft | $184,473,000 | $452,006,000 | $12,252,000 | $648,732,000 | Down |
| 3 | Sony | $80,574,000 | $207,907,000 | $5,825,000 | $294,308,000 | Down |
| 4 | Apple | $63,947,000 | $223,657,000 | $5,632,000 | $293,237,000 | Up |
| 5 | Yahoo | $50,324,000 | $236,087,000 | $5,354,000 | $291,766,000 | Down |
| 6 | Intel | $93,665,000 | $189,880,000 | $2,139,000 | $285,685,000 | Up |
| 7 | Ford | $145,369,000 | $39,082,000 | $1,453,000 | $185,905,000 | Up |
| 8 | IBM | $62,683,000 | $85,957,000 | $1,740,000 | $150,381,000 | Up |
| 9 | Citigroup | $105,614,000 | $24,961,000 | $749,000 | $131,326,000 | Up |
| 10 | HP | $46,249,000 | $67,222,000 | $2,423,000 | $115,896,000 | Up |
| 11 | eBay | $50,179,000 | $56,889,000 | $4,672,000 | $115,740,000 | Down |
| 12 | Oracle | $43,413,000 | $70,838,000 | $1,435,000 | $115,686,000 | Up |
| 13 | McDonalds | $80,579,000 | $32,842,000 | $1,840,000 | $115,263,000 | Down |
| 14 | Disney | $67,166,000 | $35,811,000 | $4,411,000 | $107,390,000 | Down |
| 15 | Nokia | $28,560,000 | $71,843,000 | $2,369,000 | $102,772,000 | Up |
| 16 | GE | $75,452,000 | $24,536,000 | $885,000 | $100,864,000 | Up |
| 17 | Dell | $34,491,000 | $43,990,000 | $1,553,000 | $80,035,000 | Down |
| 18 | American Express | $56,576,000 | $19,803,000 | $648,000 | $77,028,000 | Up |
| 19 | Cisco | $41,579,000 | $25,273,000 | $735,000 | $67,588,000 | Up |
| 20 | Blackberry | $22,706,000 | $41,678,000 | $2,038,000 | $66,422,000 | Up |
The trends are (I believe) based on the change from the Q3 Media Value Report.
