UK – Biggest Brand Movers – January 2023

With upticks in eight out of 13 metrics, ITVX secures the joint top spot in this month’s edition of UK’s Biggest Brand Movers.

UK’s Biggest Brand Movers is a monthly report highlighting the brands that made statistically significant, month-over-month upticks in the most metrics tracked by YouGov BrandIndex among consumers in the UK.

ITVX witnessed gains in three media metrics (Ad Awareness, WOM Exposure, Buzz), three brand perception metrics (Impression, Recommend, Quality) and two purchase funnel metrics (Consideration, Current Customer). These upticks came amid the later half of the FIFA World Cup 2022, of which select games were streamed on ITVX. ITV Sport featured in last month’s Brand Movers list.

Beverage brand J2O experienced seasonal upticks in eight metrics. Historical YouGov BrandIndex data reveals that J2O often witnesses gains in several metrics in the last and first month of the calendar year. This year, festive promotions included a J20 Tesco Jingle Competition.

Another festive favourite Baileys, which also featured in the list last month, continued the upward swing to rise in seven metrics, including Current Customer.

Fever-Tree is the other beverage brand that features in this month’s list. The brand, known for its mixers and tonic waters, gained in six metrics, including all media metrics, on the back of Christmas-themed promos and products. The brand launched a Gin & Tonic Advent Calendar as well as a collection of premium Christmas Crackers.

It wasn’t just beverages that made festive gains though. Crisps giant Tyrells made a clean sweep under the media metrics and purchase funnel columns. Tyrells advertised its new Lentil Crisps product line during the festive season.

In keeping with the festive theme, confectionary giants Toblerone and Lindt also make the list. Both brands gained in Awareness, WOM Exposure, Buzz, Value and Current Customer. Additionally, Toblerone also gained in Impression scores.

Shell Energy made improvements in six metrics, including five out of six brand perception metrics. These gains may have been partially influenced by the energy giant’s move to offer energy bill support.

The list is rounded out by tech giants HP (home office and computing arm) and Samsung (handsets arm).

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Methodology

Data for the Biggest Brand Movers in December compared statistically significant score increases across all BrandIndex metrics between October and November 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

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

Awareness – Whether or not a consumer has ever heard of a brand

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 most 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

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