Every quarter we survey British consumers on their brand awareness and preferences in relation to the entertainment industry. Our latest insights into this industry can be found below. Plus, in Q1 of each year we dive deeper into the data to create an in-depth report on the state of the industry.
To jump straight to our 2019 entertainment brand index report, click below:
To compile this quarter’s entertainment brand index below, we looked at three things:
Percentage of unprompted brand recall within the category
How likely a person is to purchase each brand (purchase intent)
How likely a person is to recommend each brand (Net Promoter Score)
Key changes in brand attributes
In any given quarter a lot can change in the entertainment sector; you could binge watch 10 series of a show, a new film could break box office records, or a new season of sports launches on TV. As our recent UK media consumption report showed, binge-culture encourages short spurts of intense activity, before the next biggest entertainment trend comes along.
As such, entertainment brands need to constantly refresh their content to keep consumers on the hook. Streaming services need to cater for all tastes and all moods, while cinemas need to be accessible and competitively priced to pull people away from their sofas. Not only are brands competing within their own sectors (for instance cinema chains, streaming services or TV channels), they’re competing with any other brand looking to mop up consumers’ free time.
Each quarter we ask consumers to rank the top 10 entertainment brands they’ve named in eight category-specific attributes: convenience, customer service, price, trust, accessibility, variety of content, memorable branding and adverts, and offering something unique. Here are the main winners, losers and movers this quarter:
Last quarter, Amazon Prime Video received the highest weighted ranking in six of the eight key attributes. This time around it manages to hang on to four titles (for convenience, price, accessibility and memorable branding) but loses the title for customer service to Disney, and the title for variety to Samsung.
Both Disney and Samsung also receive a high score in a second category; Disney for offering unique entertainment, and Samsung for being a trustworthy brand.
With ITV leaving the leaderboard, other brands drop to the bottom of the pile for attributes which ITV previously held the bottom score in. Virgin Media becomes the brand with the poorest customer service, trust, accessibility, branding and uniqueness.
Also at the bottom of the top 10 is Vue for the variety of content it offers, Sky for the price of its services and Disney for its convenience (though the arrival of Disney+ might change this next quarter).
Netflix and Sky retain their top two places in the entertainment brand index in Q3. This is despite both suffering dipping Total Brand Equity (TBE) scores, thanks to considerable dips in Purchase Intent and NPS for both top brands. Both brands are bolstered by their industry-leading unprompted brand recall scores, especially Sky which receives the lowest NPS of the top 10 brands and yet hangs on to second position overall.
Disney is this quarter’s most-improved brand overall, rising through the ranks from 9th place in Q2 to 5th this time around. A rise in all three key metrics drives the Total Brand Equity for the family-favourite up from 190 to 310.
Two brands enter the leaderboard this quarter; Odeon in 7th place and Vue closely behind in 8th. These cinema brands push Apple out of the leaderboard from 5th position in Q2, and ITV are displaced from 10th spot.
The poorest performing brand of the quarter is BBC, who drops from 3rd place in Q2 with a total brand equity of 640, to 10th place and a TBE of just 100 this quarter. All key metrics fall significantly, most notably NPS which drops to the second lowest score on the leaderboard.
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 1,000 people in the UK (aged 18+), surveyed in January 2019.
Brand index methodology
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 collecting them, like looking exclusively at social media mentions or at brand search terms. This reduces bias and gives us a more accurate view of a brand’s strength in its category.
Brand index data is gathered every quarter from a nationally representative survey to 1,000 UK consumers aged 18-65.
Our in-house marketing team is always scouring the market for the next big thing. This piece has been lovingly crafted by one of our team members.
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