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. ‘Technology’ ‘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.
Netflix retained its top spot this quarter, despite experiencing a dip in Total Brand Equity caused by a 2.7% reduction in Unprompted Brand Recall, though they do continue to be the most frequently recalled brand by a significant majority.
Sky and Sony, who now hold 2nd and 3rd spot respectively, have swapped positions with Sony’s Total Brand Equity dropping from 1,530 to 870, and Sky’s rising from 990 to 1,320.
BBC have risen through the ranks, from joint 9th place to 4th spot. The broadcasting house’s Total Brand Equity has shot up from 210 to 560, thanks to 4.5% rise in recall and despite in a drop in Purchase Intent from 45.8% to 39.1%.
Disney drops out of the top 10 table and is replaced by Virgin Media, who table in 8th spot. Virgin Media is the only newcomer to the top table this quarter, with all other 9 brands remaining present from Q3 to Q4.
Amazon remain steady in 5th place, managing to significantly increase Total Brand Equity and Unprompted Brand Recall. They do, however, lose their crown as the UK’s most recommended Entertainment brand. In Q3 they secured this title with an NPS of 72.7, and although they’ve increased this to 78.8, they’ve also been narrowly outstripped in Q4 with Samsung’s astounding NPS of 83.3.
Here is how people described the Entertainment industry brands that came top of mind during unprompted brand recall:
The 2018 Entertainment Industry Brands Report
The full 2018 report includes:
- The UK’s leading Entertainment brands for Awareness, Purchase Intent and Net Promoter Score from the start of the year, so you can compare where shifts have occurred over time
- Industry-wide averages and market dynamics
- Key takeaways for the UK Entertainment industry