The invention concerns a method of determining, by an electronic processing device coupled to the internet, a score (Si) indicating the amount of internet activity associated with a subject, the method comprising: receiving one or more search terms relating to said subject, and initiating a search via the internet for items of digital content relating to said one or more search terms; identifying from results of said search a plurality of items of digital content; for each of said plurality of items of digital content, requesting, from at least one digital content sharing site (412, 414), activity data indicating at least the number of times said item of media content has been accessed; and calculating said score based on the activity data for each of said plurality of items of digital content.