Love them or hate them, coverage of X Factor’s ‘Jedward’ twins has dominated the media this autumn. Tabloids, broadsheets, blogs, forums, Twitter… everyone’s been talking about them. In fact they generated 57% of all the X Factor buzz. And when it came to the crunch, Simon Cowell kept them in the show for one reason only – they had talkability.
Brands also need talkability to survive in today’s increasingly cluttered media market.
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