US: Biggest Brand Movers (May 2022)

Data from YouGov BrandIndex reveals that network program Country Music Television (CMT) is the US’s leading brand mover among consumers between March and April 2022.

YouGov’s Biggest Brand Movers is a monthly feature highlighting the brands that show significant month-over-month growth across 13 brand health metrics.

Off the back of the CMT Music Awards—a fan-voted awards show for country music videos and TV performances hosted on April 11th—CMT saw improvements in nine of 13 brand metrics.

The winners of the year’s CMT Music Awards include Jason Aldean and Carrie Underwood with “If I Didn’t Love You” for Video of the Year, Miranda Lambert with "If I Was A Cowboy" for Female Video of the Year and Cody Johnson with "'Til You Can't" for Male Video of the Year.

Keurig-Dr Pepper’s family of soft drinks also saw significant lifts in brand health. The winners in terms of positive brand movement this month include Sunkist, A&W Root Beer and Crush Soda.

The Weather Channel saw lifts in two key media metrics, Word of Mouth Exposure (whether consumers are talking about a brand with family and friends) and Buzz (whether they have heard anything positive or negative about a brand), following Elon Musk retweeting a survey from the Economist/YouGov which revealed The Weather Channel as America’s most trusted news source (52% of Americans trust it).


Hospitality brands Hyatt Regency and DoubleTree by Hilton also feature on this month’s edition of Biggest Brand Movers. The former gained in virtually every category of brand perception, including Impression, Value, Reputation, Satisfaction, Recommend and Quality. DoubleTree by Hilton totaled improvements in six of 13 categories and edged up in Consideration which proves to be good news for the travel company during this phase of travel recovery.

Kids channel Nick Jr. improved in seven of 13 brand metrics including Ad Awareness and Reputation following news that Paramount Global made Nickelodeon kids’ content free on several platforms in Ukraine and other parts of Europe in addition to donating $1 million to aid Ukrainian refugees.

Food brands Snyder’s and Chobani round out our list of notable improvers this month. Chobani recently launched a new oat milk campaign highlighting the idea that consumers and competitors alike have been using oat milk since the yogurt purveyor launched its line of oat milk in 2019. Chobani saw significant increases across key media metrics such as Aided Awareness, Ad Awareness and Buzz over the last month.

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Methodology

Data for the Biggest Brand Movers in May compared statistically significant score increases across all BrandIndex metrics between March 2022 and April 2022. Brands are ranked based on the number of metrics that saw a statistically significant increase from month to month. Metrics considered are:

Media & communication metrics:

• Aided 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 Exposure – 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 perception metrics

• Impression – Whether a consumer has a positive or negative impression of a brand
• Value – Whether a consumer considers a brand to represent good or poor value for money
• 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
• Quality – Whether a consumer considers a brand to represent good or poor quality

Purchase funnel metrics

• Consideration – If a consumer would consider a brand or not the next time they are in the market for a purchase
• Purchase Intent – Whether a consumer would be most likely or unlikely to purchase a specific product

• Current Customer – Whether a consumer has recently purchased/owns a given product or not
  

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