2017 produced a number of memorable brand controversies. But not all scandals are equal—in terms of scope, media coverage and especially, consumer reaction. Morning Consult asked almost 1 million U.S. adults whether the news they saw, read or heard about one of the over 900 brands Morning Consult Brand Intelligence tracks was positive or negative. For United Airlines and the NFL, it was negative headlines that propelled them to the buzziest brands of the year – while Amazon and Google entered the rankings through largely positive attention. Read more about methodology here.