US: Top 10 Consumer Bank Buzz Movers - July 2021

Cheryl Kar
August 18, 2021, 11:53 AM GMT+0

YouGov Brand Rankings tells us which American consumer banks are the top 10 Buzz movers for the month of July.

YouGov Brand Rankings tracks the performance of a brand’s Buzz within its sector, allowing users to check this metric over a year and compare a brand’s score with its competitors and peers. Buzz indicates whether respondents have heard something positive or negative about a brand over the last two weeks and we arrive at a net score by subtracting the negatives from the positives. Essentially, it tells us the brands that are making the most noise among consumers.

So, let’s take a look at the banks with the biggest Buzz; as well as those which improved their score and their rank the most.

Top 10 US banks with the highest Buzz scores

With a Buzz score of 11.3, USAA ranks first on the July edition of top ten Buzz movers among US consumer banks. Apart from supporting the military community with insurance, banking and investment, the financial services company is also allowing customers to earn cash back through MemberShop as well as a one-time, limited bonus of $25. In spring, its CMO spoke of the brand’s new approach to marketing, including extra investment in digital channels like Pinterest and localized campaigns. It looks to be working.

Capital One (9.9), Chase (7.6) and Navy Federal Credit Union (6.3) rank second, third and fourth respectively while mobile payment service provider, Cash App, secures the seventh spot with a buzz score of 3.3.

Top 10 US banks with the highest score change

With a score change of +2.3 compared to July 2020, Capital One secures the top spot. The Fortune 500 enterprise has recently launched a high-profile campaign with Schitt’s Creek stars Eugene and Sarah Levy, promoting its Capital One Auto Navigator product, which will have made consumers sit up and take notice.

Following Capital One Bank in our ranking based on highest score change are San Antonio-based USAA (+1.7) and Ally (+1.4) with the latter seeing a rise in its rank of seven places. Promising to be ‘committed beyond banking,’ Ally also launched #TheUnsponsored campaign this year offering $250,000 of funding to deserving athletes who train without any sponsors. Chase (+1.3), PNC Bank (+0.7) and Citibank (+0.7) secure the fourth, fifth and sixth rank on this list.

Top 10 US banks with the highest rank improvement

By jumping up eight places, SunTrust leads among all other banks in the US for the highest positive rank change. M&T Bank and Ally come next with a jump of seven places each. With total assets worth $522B (as of June 30, 2021) and serving 16 million clients in the US, Truist secures the fourth spot on our list (+5). Following it are Synchrony, BMO Harris, and PNC Bank with a positive rank change of +4, +2 and +1 respectively.

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Methodology: YouGov’s Brand Rankings discovers a specific brand’s performance and compares it to other organizations in a given industry. For the July edition, the Buzz scores are based on the question “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?” from 1st July 2021 to 30th July 2021 vs. previous year. YouGov Brand Rankings is powered by YouGov BrandIndex, the industry-leading brand tracking tool.