RadioShack's shimmying spot boosts young male perception

Ted MarzilliCEO YouGov Direct
May 23, 2013, 8:48 AM GMT+0

New ads featuring Maxim-like scantily-dressed girls, hip-hop dancing with suggestively-shaped portable speakers, seem to have done wonders for RadioShack with 18-34 year-old men: the retail chain is at its highest perception levels of the year so far with the demo according to YouGov BrandIndex, the only daily brand consumer perception research service.

During the first half of May, RadioShack just beat out Best Buy with the male 18-34 demo perception. The perception surge represents quite a feat for RadioShack and new CMO Jennifer Warren, shaking off its historically staid image. For most of 2013, Radio Shack was scoring in negative perception numbers, trailing Best Buy with millennial men. But since the end of April, Buzz scores for the brand among younger men increased by about 16 points, mirroring a 12-point increase in ad awareness.

The big question, now that RadioShack has just moved the meter with young men, is: can they sustain it and will it translate into sales?

Best Buy and RadioShack were measured with 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?" Results were screened for male adults 18-34.

YouGov BrandIndex ( interviews 5,000 people each weekday from a representative US population sample, more than 1.2 million interviews per year. Respondents are drawn from an online panel of more than 1.5 million individuals.

Buzz score for Best Buy and RadioShack among men aged 18-34