New Ideas in Marketing
Essential news for marketers, summarised by YouGov

Buzz scores are measured by a calculative method to find out people’s positive or negative perception towards any brand.

Netflix, which had entered YouGov’s Buzz Ranking in 2016, topped the list with a score of 21.4 in 2019. The supermarket company Aldi has lost the top rank for the first time since 2013. Despite Aldi scoring 19.8 on Buzz Ranking, the +5.0 increase in Netflix’s score moved the supermarket chain to the second place.

Northern Rail topped the list of Buzz Improvers with an improvement score of +8.0 in 2019 from -5.5 in 2018. Similarly, Maplin went from a score of -6.6 to -0.8 after its 2019 relaunch.

This piece highlights that Greggs, Netflix and Cadbury have managed to build positive buzz from last year. But half of the top ten buzz improvers are brands that have gone from “worse to bad”.

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[3 minute read]

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