US: Biggest Brand Movers – May 2021

Coors Banquet, Decoy and The Palazzo emerge as joint winners in the May edition of YouGov’s Biggest Brand Movers after registering significant gains in four out of the five metrics in April. Biggest Brand Movers is a monthly analysis, highlighting brands that register statistically significant movement in five YouGov BrandIndex metrics - Buzz, Impression, Ad Awareness, Consideration and Word of Mouth (WOM) Exposure.

Coors Banquet, a Molson Coors brand, enjoyed upticks in Impression, Ad Awareness, Consideration and WOM Exposure. Another alcohol brand – Decoy – also shared the spotlight at number one. The wine brand, which recently introduced a voice assistant experience to help people learn about Decoy wines and food pairings, witnessed growth in Buzz, Impression, Consideration and WOM Exposure. Decoy also recently made its move into the ready-to-drink cocktails category with its fine wine-based premium seltzers in March.

Having reopened its hotel full-time in March after a lengthy hiatus, Las Vegas-based gambling property The Palazzo grew in Buzz, Impression, Ad Awareness and Consideration metrics.

The race for Biggest Brand Movers was close in April, with 12 brands making gains in three out of the five Biggest Brand Movers metrics. Air New Zealand, which has seen success amid New Zealand’s ease in travel restrictions with Australia, grew in Buzz, Impression and Consideration.

Out of the 12 brands tied at second, 11 of them registered upticks in their Buzz scores. The only one to miss out was Clash of Clans though the mobile game made upward movement in Ad Awareness, Consideration and WOM Exposure metrics amid recent announcements that the gaming franchise was planning three new releases.

Gyms across the US are reopening and LA Fitness rose in Buzz, Ad Awareness and Consideration scores last month. Cosmetic brand StriVectin made gains in Buzz, Impression and Ad Awareness as it launched a revamped version of its best-selling eye cream.

Video game franchise – Tom Clancy’s Rainbow Six – registered spikes in Buzz, Impression and WOM Exposure. The uptick comes amid speculation about a potential sequel to the recently released movie Without Remorse, which reports say may be based around the 1998 novel Rainbow Six by Clancy.

Retail company Journeys made improvements in Buzz, Ad Awareness and WOM Exposure. Insurance firm Mercury, tech app Neighbors by Ring, grocery chain Pathmark and The Palm restaurants all registered gains in those same three metrics. Apparel brand True Religion registered growth in Buzz, Impression and Consideration metrics.

Methodology: Data for the Biggest Brand Movers in May compared statistically significant score increases across five BrandIndex metrics between March and April 2021. Brands are ranked based on the number of metrics that saw a statistically significant increase from month to month. Metrics considered are:

Buzz - Whether a consumer has heard anything positive or negative about a brand in the past two weeks (net score)

Impression - Whether a consumer has a positive or negative impression of a brand

Ad Awareness - Whether a consumer has seen or heard an advertisement for a brand in the past two weeks

Consideration - Whether a consumer would consider a brand or not the next time they are in the market for a particular product

Word of Mouth - Whether a consumer has talked about a brand with family or friends in the past two weeks

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