US: Biggest Brand Movers October 2022

YouGov's Biggest Brand Movers highlights the ten brands that have registered the most statistically significant month-on-month upticks in consumer perception metrics. These rankings identify the brands which have logged the greatest number of improvements across 13 metrics each month — ranging from aided brand awareness and corporate reputation, to purchase consideration and customer satisfaction.

The data is taken from YouGov BrandIndex, a syndicated brand tracker which continuously collects data on thousands of brands around the globe every day.

Disney+ is the Biggest Brand Mover in the US for October. The popular streaming platform made gains in 10 out of the 13 YouGov BrandIndex metrics, a month after the Walt Disney Company won 26 Primetime Emmy Awards across its content brands and studios. The streaming platform swept all its nominated categories for The Beatles: Get Back, including Outstanding Documentary or Nonfiction Series.

The streaming company also released Hocus Pocus 2, just ahead of Halloween, and Andor, the newest addition to the Star Wars TV franchise.

Disney+ isn’t the only streaming company that enjoyed a boost following the Emmys; Hulu reeled in two Emmy awards and Netflix had three wins. The streaming companies also made big strides in terms of brand health and improved in key areas such as Current Customer, Satisfaction and Quality.


Smartwater is the runner-up this month and made a splash in nine out of the 13 metrics measured in the analysis. The improvements come after the bottled water company's role as a major sponsor for New York Fashion Week.

TV network Fox improved in eight of 13 brand metrics this month as Fox Sports enters its 29th season of NFL coverage. The sports news network will call more postseason NFL games than any other network in 40 years, including coverage of Super Bowl LVII.

Car brand GMC made the news last month after more than 90,000 of its new electric GMC Hummer pickup trucks and SUVs were reserved, leading GMC to close reservations until it can fulfill the orders. The automaker has also entered into a multi-year deal with Hertz to supply the car rental company with 175,000 electric vehicles over the next five years. GMC made gains in 8 of 13 brand metrics last month, including Ad Awareness, Word of Mouth Exposure and Impression.

Following Apple’s release of the iPhone 14 last month, iPhone has edged up in 7 of 13 brand metrics, including Ad Awareness, Word of Mouth Exposure, Buzz and perhaps most importantly, Consideration. IPhone also featured as one of the top 3 brands whose Ad Awareness grew the most in YouGov’s monthly analysis of Advertisers of the Month. Automaker Dodge and beer brand Modelo also improved in 7 out of 13 brand categories.

Minneapolis-based lender U.S. Bank raised its minimum hourly wage for the second time this year for its US and Canada employees in response to inflation and competitive pressures. At the same time, the bank also saw a boost in its brand health, with improvements in six brand health metrics including Ad Awareness, Buzz, Impression, Recommend and Purchase Intent.

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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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