April 19th, 2022, Rishad Dsouza
The BBC dominates this month’s YouGov Biggest Brand Movers, with four of its services occupying the top spots in the April edition.
UK’s Biggest Brand Movers is a monthly feature highlighting the brands that made statistically significant, month-over-month upticks in the most metrics tracked by YouGov BrandIndex among consumers in the UK.
BBC News claims the top spot with improvements in all but two consumer perception metrics. In the wake of its coverage of the war in Ukraine, BBC News received uplifts in media metrics (Awareness, Buzz), all brand perception metrics (Impression, Value, Reputation, Satisfaction, Recommend, Quality) and all purchase funnel metrics (Consideration, Purchase Intent, Current Customer).
Historical YouGov BrandIndex data suggests that BBC News makes improvements in perception and consumption among the British public during global events. The service had made improvements in many of the same metrics in March 2020, the month COVID-19 was declared a pandemic. The gains made by BBC One and BBC World Service might also be partly explained by the coverage of the Ukraine war.
BBC Music witnessed gains in five out of six brand perception metrics and two out of three purchase funnel metrics. In March, BBC 6 Music, which is a key part of the BBC Music brand, was in the news as it celebrated its 20th anniversary. It was also heavily promoting its then-upcoming music festival, which took place at the beginning of April.
Summer is yet to properly set in, but some beverage brands appear to be making an impact already. Buxton, the mineral water brand, gained in six out of 13 metrics, while beer-maker Kronenbourg 1664 received uplifts in five.
Sports equipment manufacturer Asics made improvements in Awareness, Impression, Reputation, Satisfaction, Recommend and Quality. Late last month, Asics released a research project called Mind Race, a study that aims to quantify the impact of physical inactivity on mental wellbeing. The brand has also recently received positive reviews for its latest iteration of the popular Gel Nimbus shoe.
Online publisher LadBible gained in all six brand perception metrics, in the month after they ran ‘She is Someone’ campaign to raise awareness about and advocate against sexual abuse and violence.
Google Play made improvements in Ad Awareness, WOM Exposure, Impression, Quality and Purchase Intent. The Android app platform has been taking steps to make the service more secure and has made headlines for partnering with game developers to provide additional tools to some of the largest developers and studios on Google Play.
Tesco Clubcard rounds out the list with gains in five out of six metrics.
Methodology
Data for the Biggest Brand Movers in December compared statistically significant score increases across all YouGov BrandIndex metrics between February 2022 and March 2022. Brands are ranked based on the number of metrics that saw a statistically significant increase from month to month. Metrics considered are:
Media Metrics
Awareness – Whether or not a consumer has ever heard of a brand
Ad Awareness – Whether a consumer has seen or heard an advertisement for a brand in the past two weeks
Word of Mouth – Whether a consumer has talked about a brand with family or friends in the past two weeks
Buzz – Whether a consumer has heard anything positive or negative about a brand in the past two weeks (net score)
Brand Health Metrics
Quality – Whether a consumer considers a brand to represent good or poor quality
Value – Whether a consumer considers a brand to represent good or poor value for money
Impression – Whether a consumer has a positive or negative impression of a brand
Reputation – Whether a consumer would be proud or embarrassed to work for a particular brand
Satisfaction – Whether a consumer is currently a satisfied or dissatisfied customer of a particular brand
Recommend – Whether a consumer would recommend a brand to a friend or colleague or not
Purchase Funnel Metrics
Consideration – Whether a consumer would consider a brand or not the next time they are in the market for a particular product
Purchase Intent – Whether a consumer would be more likely or unlikely to purchase a specific product
Current Customer – Whether a consumer has purchased a given product or not within in a specified period of time
Discover how the nation feels about your brand. Sign up for a free brand health check