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.
Joe Biden's lead over Donald Trump on who would do a better job of handling coronavirus grew to a 19-point margin this week (52% to 33%).
But how do Americans feel this way about white supremacy and antifa? We asked our YouGov Chat users to go deeper and tell us what they really think about white supremacy and antifa. You can share your views on the topic here.
After President Donald Trump said during his town hall last week that he had never heard of QAnon, a new Yahoo News/YouGov Poll shows just how deep the conspiracy theory has penetrated the consciousness of the voting public.
Registered voters are evenly divided about Joe Biden’s in-person campaign activity, but by a wide margin believe that President Trump should not be resuming in person campaigning.
Americans overall are more likely to oppose (44%) than support (35%) the drilling technique that allows energy companies to extract oil or gas from the ground, according to a YouGov Poll of more than 40,000 Americans.
Registered voters over the age of 65 are the most likely age demographic to know their polling location. Nearly all (99%) voters over 65 say their know where to cast their vote, compared to 85% of 18-29 year-olds, 78% of 30-44 year-olds, and 91% of 45-64 year-olds.
American democracy isn’t faring especially well, according to registered voters in the latest Economist/YouGov Poll. While high election turnout is mostly thought of as good for democracy by voters in the poll, about one in three say they would want to restrict the franchise, believing that many citizens just aren’t smart enough to cast a ballot.
Democrat Mark Kelly with 11-point lead in Senate race, ahead 52% to 41% among likely voters
Most Wisconsin voters (58%) like how Democrat Joe Biden handles himself personally, while two-thirds (68%) dislike how President Donald Trump handles himself personally.
Considering the old age of the two candidates for president, and the current president's recent bout of COVID-19, Americans are looking closely at the qualifications of Joe Biden and Donald Trump’s running mates, should they need to step in for their boss.
The latest data shows that supporters of Joe Biden (28%) are nearly twice as likely as Donald Trump’s supporters (15%) to say they have already voted in the 2020 presidential election.
Nearly half of registered voters think Amy Coney Barrett is qualified to serve on the US Supreme Court (48%). Of those who approve of Trump’s pick, many cited her constitutionalist views as the number one reason why.
A snap poll conducted by YouGov immediately after the Donald Trump and Joe Biden townhalls sheds light on how voters felt about the dueling televised events.
Americans view Judge Amy Coney Barrett as qualified to serve on the Supreme Court, but the latest Economist/YouGov Poll finds her nomination dividing the country along clearly partisan lines.
With less than one month left before the presidential election, here’s what likely voters think about which candidate is better prepared to handle the biggest issues facing the US
Taiwanese people are the biggest fans of Donald Trump but in every other market surveyed Joe Biden is favoured
Those who believe stay at home orders violate civil liberties are less likely than the rest of the public to consider the kidnapping plot a real threat to Governor Gretchen Whitmer (48% vs 64%).
In a June 2020 YouGov Poll, a third (31%) of Americans expressed interest in moving to Canada if their presidential candidate isn’t elected, while half (53%) of Americans said they were not interested in making the move.
The presidential horserace – even after two debates, a presidential COVID-19 infection and the start of a Supreme Court confirmation hearing that could have a monumental impact on the Court and American politics – remains where it has been for weeks: the Democratic nominee, former Vice President Joe Biden remains clearly in front of President Donald Trump.
About seven in 10 Americans (72%) have now heard about the arrest of the militia group in Michigan, according to a Yahoo News/YouGov Poll. Regular viewers of MSNBC (76%), Fox News (72%), and CNN (72%) are all similarly likely to have heard about the plot, and large numbers of Democrats (73%) and Republicans (67%) have also registered the news.