YouGov Ratings is the biggest and boldest attempt ever made to quantify what America thinks. We’re doing this by publishing nationally representative popularity scores for thousands of things. YouGov Ratings is built on top of our accurate and precise methodology, which the Pew Research Center says "consistently outperformed" other online polling companies.
Based on over 20 million responses, and growing daily, YouGov Ratings provides a way to determine the nationally representative popularity score for thousands of things, from brands and products to companies and people.
We’ve then connected each popularity rating in our enormous database to offer a deeper insight into fans of these things. For example, we show you what the fans of each entity are like not only in terms of age-group and gender but all the other things they especially like, giving you a real sense of what distinguishes different groups in the population.
By publishing these nationally representative popularity scores together with our other data, YouGov Ratings showcases the breadth and depth of YouGov data. The richness of the information is astonishing, even to us.
Want to know how popular Taylor Swift really is? Find out with YouGov Ratings. Want to know what the world thinks of your favorite brand? Find out with YouGov Ratings. Want to know what matters to the supporters of the Chicago Cubs? Find out with YouGov Ratings. Want to know… you get the idea.
We’ve created a new website for anyone to access YouGov Ratings data for free. On the website, you will be able to explore the data in two main ways.
The first is through Rankings Pages where we publish lists of things organized by category in order of their popularity score. This view of the data will enable you to easily see which things in particular categories are most popular among the US population.
The second view is through the individual Ratings Pages we have created for everything we ask about.
You will see on the Ratings Pages we’re showing a lot of data and information. Below is an explanation of the results you see on the page and how they are calculated.
For each thing in YouGov Ratings we show nationally representative popularity percentage scores. The positive popularity score shown at the top of the page (on the left) is calculated by taking the proportion of people who view something positively and showing it as a percentage of all of the people who have given any opinion about that thing, including “have heard of”. The same calculation is used for the neutral, negative & have heard of percentage scores. Our sample mirrors the demographics of the US and the data is weighted to be nationally representative. Nice and simple!
Below the headline popularity scores you will find more information about the people who view a particular thing positively (aka the fans). For this deeper dive into the fans of a particular thing, we show two different types of results.
1. Wherever you see data (or numbers) on the page, we’re simply showing absolute percentages. For example, for Gender we show the percentage of men and the percentage of women who view that thing positively. For Age, we show the same thing by generation i.e. the percentage of Millennials, Baby Boomers and Generation X who view that thing positively. In this case, Age is defined in generational terms per year of birth:
This data in the form of absolute percentages provides a clear breakdown of the people that view a thing positively.
2. We also show other information on the page which, instead of percentages, is in the form of showing what fans of something are more likely to think, like or do. These are correlations. In these instances, instead of looking at fans of something in the form of absolute percentages, we compare the opinions of the fan group with the opinions of the population as a whole to find out what most differentiates them. To do this comparison, we use a statistical method called a Z Score, which helps to highlight what is particularly true of fans compared with another group of people. Crucially, the top Z Score doesn’t necessarily show the majority opinion of the group, but what is most different about the opinions of that group compared to the general population. For example, if we take a group of 1,000 people that like a certain mobile application and see that 20% of them are fans of David Bowie and we take another group of 1,000 people (e.g. a nationally representative group) and find that only 15% of them are fans of David Bowie, in this case, even though just 20% of people that like the mobile application are fans of David Bowie (which isn’t a majority) we are able to see that compared with the rest of the population, the people who like that mobile application are more likely to be fans of David Bowie. The Z score is therefore a very interesting statistical tool used to better understand audiences because it brings to the surface information that particularly differentiates a group that might otherwise be missed, or be difficult to see just looking at absolute percentages or majority proportions.
We collect data for YouGov Ratings each and every day, and it’s updated every Monday. The data we collect accumulates and what you see on the website is an average of all the data we have collected since we began YouGov Ratings in November 2017.
For the majority of things in YouGov Ratings we started collecting data on 11/15/2017. However, we are always looking to add more entities to our data collection systems which means there is a chance that some entities were added after this date.
As with any nationally representative survey, we use weighting to fine-tune the demographic balance of the YouGov Ratings sample. We calculate weight values using rim weighting (raking), which ensures that the marginal proportions in the sample match those of the target population across a set of key demographic variables.
In the US, the key demographic variables we target and weight to are:
Sure. Help yourself. A link back and attribution is all we ask.
Half (52%) of Americans say they like Christmas a lot, according to a recent YouGov poll of 12,929 US adults. A quarter (23%) of Americans say they somewhat like the holiday, while 13% say they neither like nor dislike Christmas.
Siblings – specifically older brothers and sisters – seem to be a popular culprit in shattering the belief of Santa for Chat users.
Most Americans (67%) stopped expecting Santa to shimmy down their chimney by the time they entered seventh grade. Half (49%) of Americans say they stopped believing in Santa before the age of 10 – with a quarter (23%) reporting that they lost sight of him between the ages of seven (10%) and eight (13%).
By Britney Muller on Moz, 20th Nov 2020
New research from Yahoo News/YouGov finds that most (56%) Americans think that cancel culture in the United States is a very big (28%) or somewhat big (28%) problem.
Republicans (86%) are particularly likely to say that The Star-Spangled Banner should continue to be the American national anthem.
“The Lovebirds” was the most anticipated film this week amongst YouGov Direct users. Of those who took the survey 77 percent were already aware of the film and 32 percent of users said they were already likely to see the movie before watching the trailer. That number rose to 42 percent post trailer. The trailer was a particular hit with female audiences: 50 percent of YouGov Direct users who participate in trailer questions and identify as female said that they were likely to see this film, compared with 34 percent of those who identify as male.
Data from YouGov Direct finds that 41 percent of US adults surveyed believe that Cinco de Mayo (May 5) is Mexico’s Independence Day.
More than one in five Americans (22%) say they would consider having sex with a robot, according to a study conducted by YouGov in February 2020.
Close to three in 10 (28%) Americans say they are very interested (14%) or somewhat interested (14%) in watching performances from Jennifer Lopez and Shakira at the 2020 Super Bowl.
From the World's Most Admired people to the most popular kind of wine, here are the top things we learned this year from YouGov polls and surveys.
on AdTech Daily, 9th Oct 2019
Phoenix portrays the Joker, an oft nemesis of Batman, in the eponymous film. Phoenix’s Joker isn’t a super villain, but rather a troubled man who descends into madness.
Some brands can withstand a controversy. The question for SoulCycle and Equinox, which are currently under fire because of their owner’s politics, can withstand boycotts and changing public sentiment.
Overall, Elba is viewed positively by fans of the Fast and Furious films -- that is anyone who have said they really like the previous 7 films, a sample of more than 2,500 people in YouGov’s Plan and Track tool. More than half, 61 percent said they had a positive view of the actor. That’s more than the national average: about 48 percent of America has a positive view of Elba.
Disney has the opportunity to string together generational admiration for their stories, and keep the nostalgia alive among its most ardent fans.
Marketers will surely be trying to evoke nostalgia and space interest with campaigns timed for the 50 year anniversary of the Moon Landing. We’ve got some tips on where to target advertising to catch the attention of Space enthusiasts.
From a brand perspective, Swift is an ideal partner. Not only does she resonate positively with at least half of America, her fans seem to absorb advertising messages more than most Americans do. And, in a lot of cases, they seem more likely to pass along the message as a recommendation to a friend or family member, or to post on social media.
SeaWorld hasn’t been the same since the documentary Blackfish sent public opinion tumbling about the theme parks and their treatment of animals. But there are glimmers of hope -- especially because of a Sesame Street partnership -- that could mean the worst is over for the...
Older people take the cake when it comes to visiting festivals: More individuals between the ages of 30 to 44 said they were regular or occasional festival goers.