The recent American Eagle advertisement, featuring Sydney Sweeney, created a buzz of media attention. But, did not generate many sales, according to new data from Carma.

The media analysis and intelligence provider looked at data from 573 news articles and over 58,000 social media posts, which demonstrated the advert created “a week-long media and social media frenzy”.

Carma found that search interest for American Eagle jumped 186% week-on-week, hitting a five-year high, while web traffic to its website grew 15% month-on-month. The retailer’s share price climbed 23% in a single day, highlighting the immediate financial impact of the controversy.

The initial five days following the advert saw "low-level and largely positive" coverage. But, discussion surged after a series of right-wing news outlets reported on the small number of posts criticising the advert.

The social media coverage exploded by 107% and news media rose by 63% in volume, which Carma claimed was "fuelled" by a false narrative surrounding a resurfaced Beyoncé/Levi's advert, and comments from US President Donald Trump a week later. This resulted in 44% of news coverage being negative, compared to 29% of social media discussions. 

Despite a record search interest in American Eagle and a spike to its website, Carma analysis found that the engagement didn't necessarily convert into "sustained interaction or sales". 

Carma's insight consultant, Orla Graham said: “The Sydney Sweeney advert demonstrates the power of celebrity-driven campaigns to capture attention, but it also highlights the unpredictable nature of media narratives.

Pages per visit fell 6% month-on-month, visit duration dropped 8%, and bounce rates rose 4%, while in-store footfall declined for two consecutive weeks following the ad’s release. Additionally, the advert delivered limited Generative AI visibility. 

Only 20% of relevant AI responses referenced American Eagle, compared with 69% for Levi’s. Ultimately, there was little to no boost in visibility for consumers shopping for jeans, as most content around the campaign did not mention the product. 

This example highlights that while controversy can capture attention, it does not guarantee lasting brand impact.

Graham added: "American Eagle became a focal point in a broader cultural conversation, where the brand itself was almost incidental. The case shows that while controversy can drive traffic and visibility, engagement and commercial outcomes are far from guaranteed.”