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Brand Index

Entertainment Brand Index 2018 Q2

May 31, 2018

3 min read

Please note: This is not the most recent Brand Index. If you’re right where you want to be, read on. If you’re looking for the latest data, click here for our most recent Brand Indexes

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.

Learn more about why we believe this is the best methodology for Brand Intelligence.

To determine the Entertainment Brand Index, we look at three things:

  1. Percentage of unprompted brand recall within a named category e.g. ‘Alcohol’ ‘Fashion’ or ‘Travel’
  2. How likely a person is to purchase your particular brand (purchase intent)
  3. 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:

  1. Netflix
  2. Sony
  3. Sky
  4. Apple
  5. Disney
  6. Virgin
  7. Vue
  8. Odeon
  9. Cineworld
  10. ITV
  11. Samsung
  12. BBC
  13. HMV

Key Findings

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.

TBEEntertainment
[Click to see an enlarged version]

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.

EntertainmentMatrix
[Click to see an enlarged version]

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:

EntertainmentWordCloud

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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