Brunch is no joke. In New York, San Francisco, and Los Angeles, it’s practically blood sport, and now those people are descending on Austin, Texas for five full days. That’s five opportunities for brunch. How much space is the b-word filling in social media?

On Saturday, a big day for brunch world wide, over 1% of the 20,000+ global, social media mentions of “brunch” were associated with SXSW.