Two separate BBC divisions have taken the top spots in YouGov’s latest brand sentiment research.
BBC Sports and BBC Sounds placed top and second respectively in YouGov’s ‘Biggest Brand Movers’ research through June to July 2021.
Released monthly, the final scores are calculated with YouGov’s ‘BrandIndex’ metrics, which aim to represent consumer’s brand awareness, brand sentiment, and intent to consume the brand’s products.
While last month’s top spots were taken by two brands closely associated with summer, this month’s winners were a result of major sporting events.
Taking the top spot, YouGov reports that MediaCity-based BBC Sport showed improvements in 11 out of the 13 BrandIndex metrics taken into consideration.
It reports improvements in every ‘Brand Health’ metric, which includes data on brand awareness,brand quality, and whether a consumer has a positive or negative impression of the brand.
It also reports improvements in BBC Sport’s ‘Purchase Funnel’ metrics, which includes data on whether a consumer would consider a brand the next time they are in the market for a product, how likely they are to purchase a specific product, and if a consumer has purchased a given product or not within in a specified period of time.
The boost to consumer sentiment comes as BBC Sport concluded its broadcast coverage of major sporting events including the Tokyo Olympics and the UEFA Men’s European Championship across July and August.
