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 ‘Alcohol’
- 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.
The top 4 brands, Netflix, Sony, Sky and Apple all remain unmoved from their positions. Amongst these four, Netflix, Sony and Apple all saw rises in Total Brand Equity, driven by increases in other metrics for many of these brands.
Netflix managed to grow their, already large, share of mind over the last quarter, from 16.5% to 17.3%, driving their Total Brand Equity score up to 2,240 from 2,110.
The top 10 table sees 3 newcomers this quarter: Amazon, tabling in 5th place, Samsung, coming in in 7th and BBC, tieing for 9th place. To make room for these brands, Virgin, Vue and Cineworld have all dropped out of the top 10. It’s possible to conclude that, moving into Q3, consumers are less interested in visiting the cinema, with only Odeon left in the top 10, and are watching more live and streamed TV instead, with Amazon and BBC entering the table this quarter.
Apple has been replaced by Amazon as the brand with the highest Purchase Intent in Q3, with Apple’s own Purchase Intent score dropping from 78.6% to 68.5%. Amazon’s Purchase Intent is an astounding 90.9%, solidly earning its place in the top 10.
In a double threat, Amazon also takes Apple’s crown for the highest NPS. Amazon’s NPS is 72.7, winning over Apple despite their own rise from 50.0 to 68.5, from Q2 to Q3.
Here is how people described the Entertainment 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