September 16, 2010 09:00 ET
Football Fans Cheer for Pabst Blue Ribbon: NetBase Brand Passion Index Reveals Favorite Beer Brands
Age-Old Beer Brand Scores Highest According to Thousands of Social Media Conversations
MOUNTAIN VIEW, CA--(Marketwire - September 16, 2010) - NetBase, the Insight Discovery company, today announced the latest Brand Passion Index, which measures consumer insights around popular beer brands Budweiser, Coors, Michelob Ultra, Miller, Pabst Blue Ribbon and Sam Adams for the football season. Pabst Blue Ribbon was associated with the most positive passionate feelings, while fans expressed more intense negative emotions for Miller, according to NetBase's ConsumerBase tool which surfaces emotions and passion levels associated with brands using Natural Language Processing technology.
Among the six brands analyzed in ConsumerBase from a number of online sources (public internet and social media) between Sept. 1, 2009 and Aug. 31, 2010, Pabst Blue Ribbon earned the most love from consumers. Budweiser was the most talked about beer brand, and Miller was associated with the most negative feelings from consumers.
Pabst Blue Ribbon garnered the most passionate positive feelings or "love," with 39 percent of its total conversations referencing how Pabst is still the best beer since its over-a-century-old win for "America's Best" at an exposition in 1893:
"Pabst blue ribbon is still the best beer made"
"Pabst Blue Ribbon in a can is the best beer you can buy in the whole wide world"
"Pabst Blue Ribbon is, so far, my favorite America beer"
Budweiser was the most talked about brand, receiving the highest volume of total conversations among those included in this index. Among the volume of conversations associated with Budweiser, drinking during sporting events (especially football) as well as drinking in college were among the most common references:
"I actually like Bud Light for refreshing football kind of beer too"
"RE: Bud Light Golden Wheat - Ideal College Beer: Budweiser is a perfectly solid cheap beer"
While Miller and Coors captured almost similar volume statistics, it was Miller that showed the most intense negative -- "hate" and "dislike" -- feelings. Conversations citing Millers referenced poor quality of ingredients and taste:
"I hate Miller Lite and question the taste buds of anyone who chooses to drink it"
"Miller Lite is vile, disgusting trash"
About the Brand Passion Index
Each month, the Brand Passion Index analyzes consumer passion for brands in various categories and publishes the results on the NetBase blog. To generate the Index, ConsumerBase reads online conversations and extracts the meaning while capturing the intensity of emotions that consumers express about a brand. The combination of passion intensity and amount of chatter determines the consumer emotional involvement level in each brand.
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NetBase provides tools for understanding consumer opinions, emotions, and behaviors as expressed in social media and the Web. Our state-of-the-art natural language processing (NLP) engine reads billions of conversations from more than 75 million social media sources. It automatically organizes up to one year of brand-related chatter to determine not only sentiment but also deep, actionable insights. NetBase NLP is nearly 90 percent accurate, so our customers have the trusted information they need to make better business decisions. Customers like Coca-Cola and Procter & Gamble are turning to NetBase because our tools are smarter, faster, and cheaper than any alternative on the market. Based in the heart of Silicon Valley, NetBase is a privately held company. For more information, visit: http://www.netbase.com/?o=E.