February 17th, 2023, Tasim Zahid
Digital sports entertainment and gaming company DraftKings reported stronger-than-expected revenue and raised its outlook for 2023 in its latest annual report. The company lets users participate in daily and weekly fantasy sports-related contests and win money based on individual player performances in US sports.
YouGov BrandIndex is a consumer intelligence tool which tracks consumer sentiment towards thousands of brands daily. How has the brand performed on the platform over the past year?
The Boston-based sports betting brand has experienced significant improvements across various metrics. According to BrandIndex's, DraftKings Buzz net score rose from just above five in the third week of February 2022 to just about nine, with its net score growing from four points by February 15 2023. Buzz measures whether consumers hear more positive or negative things about the brand.
DraftKings’ Ad Awareness score also rose by more than 4 percentage points from around 23% on February 17 2022 to almost 27% on February 15 2023. Ad Awareness asks consumers if they have seen an advertisement for the brand in the previous two weeks. The betting company has been advertising at the Super Bowl since 2021, and this year, it featured actor Kevin Hart as its spokesperson.
The brand's Consideration score - which indicates how many consumers are considering purchasing from the brand when next in market - saw a smaller uptick - going from a score of almost 7% on February 17 2022 to just above 8% on February 15 2023, a day before the company announced its annual results.
Explore our living data - for free
Discover more leisure and entertainment content here
Want to run your own research? Start building a survey now
Make smarter business decisions with better intelligence. Understand exactly what your audience is thinking by leveraging our panel of 20 million+ members. Speak with us today.
Methodology: YouGov BrandIndex collects data on thousands of brands every day. DraftKings’s Buzz score is based on the question: 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/negative about? and delivered as a net score between -100 and +100. Consideration score is based on the question: When you are in the market next to purchase, from which of the following would you consider purchasing? and delivered as percentage. Ad Awareness is based on Which of the following brands have you seen an advertisement for in the past two weeks? and delivered as a percentage. Scores are based on an average daily sample size of 3250 US adults between 17 February 2022 and 15th February 2-23. Figures are based on an eight-week moving average. Learn more about BrandIndex.
Photo by John Schnobrich on UnSplash