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.
In polling taken ahead of the death of Supreme Court Justice Ruth Bader Ginsburg, Senate Majority Leader Mitch McConnell has seen his popularity slip among those in his party, with roughly half (52%) of Republicans holding a favorable opinion of the Kentucky senator, a four-point drop from January.
About a quarter of the American population thinks local stay-at-home orders are a violation of civil liberties, according to a recent YouGov poll of nearly 9,000 Americans.
Recent data from a YouGov poll of more than 7,000 US adults finds that nearly half (47%) believe that there are basic life forms on other planets within our solar system.
According to the latest Economist/YouGov Poll, a quarter (25%) of Americans say they are completely clear on Biden’s polices, while 33 percent say they are somewhat clear. Among those who support Biden in the trial heat against Trump, 86 percent say they are at least somewhat clear of what he would seek to accomplish in the White House.
According to the data, 48 percent of likely voters in the state of Florida choose Biden in the trial heat against Trump, while 46 percent say their choice for president is Donald Trump.
Half of registered voters (51%) do not believe President Trump should appoint a new Supreme Court justice before the presidential inauguration in January 2021.
Republicans (30%) are twice as likely as Democrats (14%) to be open to the change.
In the latest Economist/YouGov Poll, slightly more Republicans say they won’t be vaccinated as say they will, and nearly a third aren’t sure what they will do.
This week the winning trailer was for “The Way I See It,” a documentary about the life and work of former Chief White House Photographer, Pete Souza.
Nearly half (45%) of Americans say they are confident in Democratic presidential nominee Joe Biden’s ability to deal with the COVID-19 outbreak, compared to about two in five (39%) who say they are confident in President Donald Trump’s ability to deal with the pandemic, according to the latest Economist/YouGov Poll,
Among Republicans, 13 percent say they would be very upset if their son or daughter married a Democrat. One-quarter (25%) would be somewhat upset, but half (50%) wouldn’t be upset at all.
New Economist / YouGov Poll data shows more than half (57%) of Trump supporters think Biden will get the United States into a war. The figure among Biden supporters who think Trump will get the country into a war is even higher, at 74 percent.
Polling from The Economist and YouGov finds that almost three in five (59%) Americans believe Russia is actively trying to influence the upcoming US presidential election
We asked our YouGov Chat users to go deeper and tell us what they really think about Facebook's new ban. You can share your views on whether Facebook should ban political ads here.
Americans believe President Donald Trump minimized the risks of the coronavirus outbreak early in 2020, as recorded in interviews Bob Woodward had with the president for Rage, Woodward’s latest book. In the latest Economist/YouGov Poll, Republicans divide relatively closely on this question, while Democrats and Independents overwhelmingly agree the President downplayed the virus.
Trump continues to slightly lead Biden among white Americans (49% vs 42%) and adults over 65 years old (52% vs 43%). This week, Biden and Trump are tied for support (45% vs 45%) among men.
American voters aren't sure if they’ll know who won the presidency on Election Night before they tuck in for bed. But the latest Economist/YouGov Poll suggests they don’t expect a long slog, like expectations the more than month-long delay that happened after the 2000 election, when the Supreme Court ruled that Republican George W. Bush had defeated his Democratic opponent, Al Gore.
Three-quarters (75%) of Americans say it is likely that there will be mass protests if President Trump is re-elected in the upcoming November election.
YouGov chat users are more likely to say Joe Biden (53%) cares about the needs and problems of American women, compared to President Donald Trump (42%).
In the days that followed, Democratic presidential candidate Joe Biden aired an advertisement highlighting audio from the interview — but a YouGov snap poll shows that while the advertisement is viewed as effective (56%) by most voters, it has done little to impact voters’ consistently negative opinion of Trump.