US: Rihanna to perform at the Super Bowl 2023 – Did the news impact her Fenty Beauty brand?
The National Football League (NFL) announced that R&B star Rihanna will be headlining the Super Bowl halftime show in February next year. The singer – who owns the cosmetics brand Fenty Beauty - shared the news on her social media channels with a picture of her holding up an NFL football.
Did news of Rihanna performing at the 2023 Super Bowl Halftime Show impact her Fenty Beauty brand?
According to YouGov BrandIndex - which tracks consumer sentiment towards thousands of brands daily – Fenty’s Buzz scores recorded an uptick on the day following the announcement on 25 September 2022. The brand’s Buzz metric, which measures whether consumers are hearing more positive or negative things about the brands, grew from a net score of 2.5 on 25 September to 5.1 the next day before resting at 4.9 on 2 October 2022.
Similarly, Fenty’s Word Of Mouth Exposure metric – which identifies which brands consumers have talked to about to friends and family – rose from 1.3% on 25 September to 2.5% on 26 September before ending at 3.2% on 2 October.
Since the start of the year, Fenty’s Index metric – which is an overall measure of brand health made up of General Impression, Customer Satisfaction, Quality, Value, Corporate Reputation and Recommendation – has improved slightly. Starting from a net score of 4.6 on 1 January 2022, the beauty brand’s Index scores peaked at 7 in the last week of Augusts. The metric recorded a 5 net score on 2 October 2022.
With Fenty’s Buzz and WOM Exposure scores reacting positively to the NFL show, it will interesting to see if the beauty brand’s health will also gain from half-time show performance.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Fenty’s Buzz score is based on the question: Over the past two weeks which of the following beauty care brands have you heard something positive about/ Now which of the following have you heard something negative about over the past two weeks? and delivered as a net score between -100 and +100. The WOM Exposure score is based on the question: Which of the following beauty care brands have you talked about with friends and family in the past two weeks? and delivered as a percentage. Scores are based on an average daily sample size of 2131/ 1915 US adults between 1 January 2021 and 31 December 2021/ 18 September 2022 and 2 October 2022. Figures are based on a three days/ four week moving average. Learn more about BrandIndex.