Fox News Named Most Talked-About Online Brand

Before consumers buy, they talk. They seek recommendations from friends, co-workers and family about where to shop, what to eat or drink and what shows to watch. Such conversations have a large impact on the revenue of the brands being discussed. According to Engagement Labs' analytics, consumer conversations drive 19% of all consumer sales.

In a recent analysis of more than 500 consumer brands in a variety of categories, Engagement Labs ranked the brands that are the most talked about in consumer conversations. The rankings, which are part of the Company's TotalSocial Brand Awards series, are based on the volume of conversation about the brand online (via social media) and offline (via face-to-face conversations).

The awards are based on Engagement Labs' proprietary TotalSocial data, which continuously measures the four most important drivers of brand performance. These are: brand sharing (the extent to which people are sharing or talking about a brand's marketing or advertising), sentiment (having more positive than negative conversations), volume (a measure of how many conversations mention a brand) and influence (the extent to which an influential audience is talking about a brand).

Walmart clipped the top spot as the Most Talked About Brand offline. As the largest brick-and-mortar retailer in the world—more than one-third of Americans visit Walmart in person or online every day—it's no surprise that the brand is the subject of more real-life consumer conversations than any other. But in its fierce competition with Amazon, the retailer has also taken action.

Online, the Most Talked About brand was Fox News, which both won the ratings war in 2017 and found itself in the social media spotlight. President Donald Trump generated significant conversation about the brand when he tweeted numerous times about the channel using the #foxnews hashtag.

Fox was the only television network to make the list of brands in any category Engagement Labs judged.

Reflecting the dominant role of sports in consumer conversations, the NBA was number two and the NFL number three on the list for the most online conversations.