BELFAST, Northern Ireland, April 10, 2015 /PRNewswire/ --
RORY MCILROY'S brand is now more popular than Nike according to data boffins Adoreboard, an analytics firm which measures the emotional impact of brands on punters.
With aims to become a five-time major winner at the Masters Championship this week (April 9-12), McIlroy is on course to becoming one of the most loved brands in the world.
Despite a challenging 2014/2015 which saw his brand popularity hit the hazard lines with his split from fiancée Caroline Wozniacki, McIlroy pitched up in late 2014 with a series of brand wins off the course and major wins on it that made him more liked than all three of his major sponsors, Nike, Bose, Omega Watches.
Analysis of the Northern Irish world number one golfer was compared to global brands such as Nike, Bose, Omega Watches, BMW, Pepsi and Coke based on a comprehensive sample size of over 100,000 data points drawn from social media: Twitter and Facebook and over 60,000 different online news and blog sources.
A statistically significant sample of data was taken from May 2014 to February 2015 and analysis carried out by Adoreboard's data scientists based at Queen's University, Belfast,
The analysis looked at 20 different emotions relating to the public perception of McIlroy and compared this to his sponsors and global brands. A free copy of the report is available here http://bit.ly/adoreport--001.
The Adorescore is the world's first real-time metric for understanding emotional engagement on an index of -100 to +100.Background:
Adoreboard is an innovative platform that measures how the world feels about brands online. The company provides world-class solutions using a combination of psychology and technology to specialise in emotional analysis for brands online.
The Adorescore combines 3 independent variables deemed to be important for online brand evaluation.
A. The Authority of what is being said. This measures how authoritative or trustworthy an author of the data is. For example, the New York Times may have higher authority than a Geek Weekly blog or your average Twitter user.
B. The Emotion contained in what is being said ranging from positive emotions such as joy and admiration to negative emotions like rage and anger. This measures the emotions contained in an expression of an opinion in content
C. The Currency of what is being said. This measures how fresh or current the expressed opinion is. Think of it as the inverse of age. More recent opinions impact the Adorescore significantly. As opinions age the impact decays with their currency.
Adoreboard was named 'Best Tech Start-up' at the ITLG Silicon Valley Global Technology Summit chaired by former Chairman and CEO of Intel Corporation Dr Craig Barrett.