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 does that mean?
When we say ‘Platform Agnostic’, we mean the results are not influenced by any particular method of obtaining them, like looking exclusively at social media mentions or at brand search terms. This reduces bias and gives us a much more accurate view of a brand’s strength in their category.
For the Entertainment Brand Index, we look at three things:
Percentage of unprompted brand recall within the Entertainment category
How likely a person is to purchase your brand (Purchase Intent)
How likely a person is to recommend your brand (Net Promoter Score)
Our data is gathered every quarter from a nationally representative survey to 1,000 UK consumers aged 18-65.
To jump straight to our 2019 Entertainment Brand Index Report, click below.
Key Changes in Brand Attributes
Entertainment is a big industry in the UK. Most of what consumers do when they’re not working or studying can fall within the Entertainment sector, meaning it’s broad-ranging and competitive. After all, there’s only so many spare hours in the day that brands can compete for. Whether consumers prefer to lounge in front of their flat screen TVs, fight baddies from behind a computer screen, or indulge in over-priced popcorn at the cinema, this Entertainment Brand Index covers the top 10 brands consumers turn to when they want to switch off and unwind, as determined by consumers themselves.
Each quarter we ask consumers to rank the top 10 entertainment brands they’ve named in eight category-specific attributes. Here are the main winners, losers and movers this quarter:
Back in Q1 Virgin had a poor show; they had the lowest weighted ranking across five of the key attributes. This quarter, they’ve turned their fate around, receiving just two last place positions (for price and uniqueness).
While Netflix remain top of the leaderboard once again, they lose their three top places held last quarter (for convenience, accessibility and variety of content). This time around they sit decidedly middle-of-the-road for all eight attributes, failing to reach the top in any categories.
The brands that have caused the shake ups at the top and the bottom of the table are ITV and Amazon. These two brands enter the leaderboard in Q2, though for very different reasons. Amazon, while being recalled by the least people of all the brands in the top 10, are clearly well-liked by those consumers. They receive six top scores of the eight attributes (convenience, customer service, price, trust, accessibility and variety of content), which means they steal these titles away from Netflix and Samsung who shared them in Q1. The other newcomer, ITV, is less well-liked by consumers, taking the lowest score in four of the attributes (customer service, trust, accessibility and memorability of branding). This goes to show that while awareness is an important metric – and allows these 10 brands into the leaderboard – it’s not necessarily correlated with being well-thought-of by consumers.
Netflix and Sky both retain their 1st and 2nd place positions in the leaderboard, experiencing small dips in Total Brand Equity from Q1 to Q2, but nothing that puts them in danger of competition from the other brands in the leaderboard.
Although there’s some movement between neighbours, the top six brands all remain from Q1 into Q2. It is difficult for a new brand to break into the top band of the leaderboard, instead these six brands compete amongst themselves for the highest positions.
The two newcomers to the leaderboard, Amazon and ITV, rank 7th and 10th overall. While Amazon hasn’t managed to come close to their fiercest competitor, Netflix (with a Total Brand Equity of 2,430 to Amazon’s 250) entering the leaderboard in 7th position spells good things for the rest of the year, in which there might be closer competition between the two popular streaming services.
The brands dropping out of the leaderboard this quarter are Odeon and Vue – the only two brands consumers can’t enjoy from the comfort of their own homes. This indicates a market-wide shift to home-based entertainment consumption, with external providers falling further out of favour.
Although Disney slip to 9th position this quarter, from 7th in Q1, this may all change in the coming months. In Q4 of 2019 they will launch a new streaming service in the US, with plans for this to expand to the UK shortly afterwards. We’ll be keeping a close eye on Disney’s positioning in the leaderboard as more details of this service are announced to consumers in Q3 and Q4.
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
The report is based on a nationally representative survey of 1000 people in the UK (aged 18+), surveyed in January 2019.
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