US: Biggest Brand Movers September 2022

Every month, YouGov highlights the brands registering notable upticks in brand health and advertising performance.

Apple Music leads the list for September’s edition of Biggest Brand Movers in the US with lifts in 12 out of the 13 metrics tracked in our analysis. The music streaming platform recently launched Apple Music Sessions, a new perk that offers listeners access to exclusive live releases from popular artists around the world.

Speaking of music, TikTok appears to be making a serious foray into audio now. The video app recently filed a trademark application for TikTok Music, which would allow people to buy, play, share and download music on the platform. TikTok recorded gains in six of 13 areas of brand health this month.

The tail end of summer also brings an air of excitement for football and two brands on our list — NFL Network and Madden NFL — enjoy positive boosts in brand health including key metrics such as Word of Mouth Exposure (whether a consumer has talked about a brand with family or friends in the past two weeks) and Consideration (if a consumer would consider a brand or not the next time they are in the market for a purchase).



Food delivery app DoorDash improved in eight of 13 areas of brand health, including Buzz, Impression, Value, Satisfaction and Consideration to name a few. The company recently became the nation’s largest food delivery app and piloted a program with Meta to test deliveries of Facebook Marketplace purchases.

Two popular franchises, Mortal Kombat and Halo, make the list after recent announcements from the brands. After the success of its 2021 reboot to the film franchise, Mortal Kombat is getting a sequel. Halo Infinite also has gamers buzzing after launching a new update with additional maps and game modes.

Energizer and eBay round out this month’s US edition of Biggest Brand Movers. Battery company Energizer introduced a portable power bank with four ways to charge the device, including solar power. Ecommerce giant eBay made the news after announcing it has acquired TCGplayer, a trusted marketplace where people sell and trade collectible cards.

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Methodology

Data for the Biggest Brand Movers compares statistically significant score increases across all BrandIndex metrics between the current and the previous month. 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

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