Donald Trump has called NBC “weak“after they cut ties with him because of his derogatory comments about immigrants. But the data proves otherwise. They’re getting a bit of brand lift on social media. Amobee Brand Intelligence analyzed the digital consumption around Trump from June 16-29, to highlight what was most “seen” in digital content on over 600,000 websites and social platforms. NBC, and not his politics, was the most associated term. Here’s what they found:
- Since he announced his official campaign launch on June 16 through June 29, Donald Trump has been the Republican presidential candidate generating the most online interest; receiving 57% more digital consumption than Jeb Bush; the Republican candidate with the next highest level of consumption in that time period.
- During June 16-29, NBC has actually been the top association for Trump; being mentioned in 13% of consumption around him. Meanwhile “Mexicans” was mentioned in 12% of all the consumption around Donald Trump around his remarks indicating that he thought many Mexican immigrants were rapists, with 7% of consumption around Trump being about the Miss USA Pageant, and Univision
dropping the event because of his comments. Additionally, 11% of digital consumption around Trump between June 16-29 was related to Neil Young and Trump using the song “Rockin’ in the Free World” without permission. By comparison, only 10% of Donald Trump related digital consumption in the time period was related to Hillary Clinton; his likely political opponent should he win the Republican primary. Trump is the Republican candidate generating the most interest; but for the most part about issues created by his campaign as opposed to a context where people are supporting his policy ideas.
- Between June 16-29; Donald Trump was mentioned in 28% of all NBC related digital consumption. Only Brian Williams, mentioned in 31% of all NBC digital consumption, was more associated with the network in that time period. While NBC isn’t opposed to supporting reclamation projects, they drew a clear line in supporting a perceived racist that had alienated NBCUniversal’s considerable Hispanic audience.
- On June 29 there was 119,412 tweets around Donald Trump with 25,837 tweets specifically mentioning NBC letting him go for his derogatory statements.
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