Powerball fever – rise in word-of-mouth and engagement ahead of grand draw
September 18th, 2023, Kineree Shah

Powerball fever – rise in word-of-mouth and engagement ahead of grand draw

As the Powerball jackpot swells to a staggering $638 million, anticipation builds for the grand draw scheduled on September 18 among lottery enthusiasts and the general public alike. This interest is not without precedent; the brand previously seized the spotlight with a massive $1 billion jackpot and further accentuated its market presence through marketing efforts as demonstrated by Powerball clinching the title of US Advertiser of the Month for July, along with a notable spot on the Biggest Brand Movers list in August. Echoing this heightened engagement, recent data from the YouGov BrandIndex reveals an impressive growth in Powerball's Word-of-Mouth (WOM) Exposure, Buzz, and Recommendation metrics among gamblers.

The WOM Exposure metric, which gives an insight into the number of discussions around the brand, has experienced significant leaps. Online gamblers reported a 6.5-point increase, moving from 21.8% on August 1 to 28.3% on August 27. Offline gamblers also exhibited a noticeable uptick, with exposure metrics growing from 29% to 32.4% within the same period. This data indicates that the continuously growing Powerball jackpot has got gamblers talking.

Powerball appears to have resonated significantly with both online and offline gamblers. Recent observations in August underscore a noticeable trend in the Buzz metric, which measures the net positive or negative sentiments associated with the brand. An upward curve was seen among online gamblers with scores rising from 15.6 to 19.5 between August 1 and September 8. For offline gamblers, the score rose from 22.2 on August 1 to a peak of 26.5 on August 9, a notable increase of 4.3 points but then fell to 18.9 by the end of the month.

In tandem, the Recommendation metric is showcasing a captivating trend. This parameter, calculated based on the net percentage of consumers advocating for or against the brand, depicts a clear increase in Recommendation scores.

Among online gamblers, the score leaped from 12.9 on August 1 to a significant 18.8 on September 8, marking a rise of 5.9 points. Meanwhile, offline gamblers weren't far behind, witnessing growth from 5.9 to 10.7 in August, a surge of 4.8 points, before falling back more recently.

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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Scores are based on an average daily sample size of minimum 100 US adults between August 1-September 10, 2023. The figures are based on a 08-week moving average. Learn more about BrandIndex.