NetSprint.pl prepared a report concerning people, brands and events that were most frequently mentioned in Polish online media in the first half-year of 2007. The report confirms that being controversial and provoking conflicts are the best ways to gain popularity. One of the biggest e-commerce companies in Poland – Allegro.pl – was featured almost 20 times less frequently than the Law and Justice political party. Business arouses emotions only in connection with politics or sports. The high position of financial, IT and communications companies is a result of publications presented in a political context or, for instance, because they sponsoredin case of sponsoring sports teams.