# Public-market analysts: Read sector momentum next to the filings

Get an early, independent read on whether attention for a company or a whole sector is rising or fading.

## When does this come up?

When a consumer or software sector looks quiet in the numbers but loud in the news, or the other way round.

## What is the mental model?

Attention that moves first is a lead to check, not a conclusion. Test it against your own series.

- Signal: Share of companies gaining or losing brand searches
- Filter: Sector, market, and startups against incumbents
- Decision: Is attention moving ahead of the numbers?
- Action: A question to test against filings

## How does this work in DawnTrend?

- [Start from the sector table: Markets ranks every sector in the S&P 500, Nasdaq-100 and Fortune 100 by how many companies are gaining or losing brand searches.](https://dawntrend.com/markets)
- [Ask who is taking share: The insurgents vs incumbents table compares startups with listed companies in the same arena. A positive gap means more startups than incumbents are gaining attention.](https://dawntrend.com/markets)
- [Open the company: A company page rolls its products up into one score, so a launch under the parent name shows up in the parent.](https://dawntrend.com/brand/alphabet-inc)
- [Test it against your own series: Pull the monthly series over the API and line it up with revenue, orders or app data you already hold.](https://dawntrend.com/api-docs)

## What does this cost to run?

A free account has 2,000 API calls and 250 search credits a day. Reads from the index use no search credits.

| Step | Call | Calls | Search credits |
| --- | --- | --- | --- |
| Read the whole index | GET /dawn | 1 | 0 |
| Open a sector list | GET /dawn/list?group=u:sp500 | 3 | 0 |
| Whole workflow |  | 4 | 0 |

## What does this not tell you?

- We have not yet tested whether search leads earnings. Treat this as a hypothesis generator, not a signal you can trade.
- Names that are also everyday words are held back or measured by domain.
- Not investment advice.

## How do I get the same data as JSON?

GET /api/v1/markets. Free accounts get an API key.