The Attest brand index is a platform agnostic measure of a brand’s total brand equity in the entertainment sector, as determined by real consumers.
What do we mean by ‘platform agnostic’? We mean the results are not influenced by any particular method of obtaining them, such as looking only at social media mentions, or brand search terms. This reduces bias and provides a much more accurate view of a brand’s strength in any given category.
To determine the entertainment brand index, we look at three things:
Percentage of unprompted brand recall within a named category e.g. ‘alcohol’ ‘fashion’ or ‘travel’
How likely a person is to purchase your particular brand (purchase intent)
How likely a person is to recommend your brand (net promoter score)
Our data is gathered every quarter from an online survey sent to a nationally representative panel of 1,000 UK consumers aged 18-65.
Top 13 entertainment brand leaders by unprompted brand recall, ranked by total brand equity:
129 entertainment brands were named this quarter, a small lift on the 121 brands able to be named by UK consumers last quarter.
A brand had to have 1% of unprompted brand recall to be in the Top 13 brands, with the most recalled brand, Netflix, experiencing a lift themselves, from 15.9% to 16.5% recall.
In the top brands mapped in the entertainment brand index, the average brand strength score is steady between quarters, varying from 91.53 in Q1 to 92.17 in Q2. The strongest brand strength score is held by Netflix, at 127.88, while BBC comes in last with 39.29.
Within the Top 13 brands, the average total brand equity score has risen from 461.54 to 543.08, with Sky joining Netflix and Sony with scores over 1,000.
Taking the industry as a whole, the average Net Promoter Score has grown from 38.5% to 44.8%, however, amongst the average NPS amongst just the top 13 brands has dropped slightly from 38.1% to 37.4%.
Here is how people described the entertainment brands that came top of mind during unprompted brand recall:
The full report
The report includes:
The UK’s leading entertainment brands for awareness, purchase intent and Net Promoter Score
Overall brand strength and total brand equity index
Industry averages and market dynamics
Key takeaways for the UK entertainment industry
This report is based on a nationally representative survey of 1000 people in the UK (aged 18+), surveyed between 25th May 2018 – 29th May 2018.
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