AT&T Continues Perception Gain: March Madness’ Week Two

Ted MarzilliCEO YouGov Direct
April 03, 2015, 1:27 PM GMT+0

After two weeks of NCAA’s March Madness, AT&T has kept its consumer perception gains going for a second consecutive week.

For the second consecutive week, AT&T made the biggest gains in YouGov BrandIndex’s Buzz score, which asks respondents "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?"

AT&T enlisted several basketball legends on their new spots as well as supporting both the Android and Windows versions of the NCAA’s March Madness apps.

By the second week, no brands made a statistically significant breakthrough in either Purchase Consideration or Word Of Mouth. However, AT&T came the closest with Purchase Consideration, with 25% of consumers now saying they would consider AT&T then next time they are in the market to purchase compared to 22% prior to the start of the tournament.

For Word Of Mouth metrics, Lowe’s has come the closest to significance, with 22% of adults 18 and over having talked about them with family and friends over the past two weeks, an increase of a little over 3% since March Madness began.