Like the Olympics and Super Bowl, the World Cup provides a special opportunity for marketers to get many millions of consumers talking about their brands in a big way. That’s exactly what Nike, Hyundai and ESPN have done. The three have received the biggest consumer perception boosts among U.S. consumers in the first week of the international soccer tournament, according to market research firm YouGov’s BrandIndex report. Rounding out the list: ABC, Sony and Adidas.
The Brandweek Buzz Report by YouGov is a weekly consumer perception report that analyzes the most talked about brands based on buzz: The scores are based on weighing positive and negative perceptions of a brand. A +100 score is positive, a -100 score is negative, and a rating of zero means that the score is neutral.
YouGov interviews 5,000 people each weekday from a representative U.S. population sample. Respondents are drawn from an online panel of 1.5 million individuals.
For the World Cup “Top 5 Buzz Movers” report, YouGov focused on three countries: U.S., U.K. and Germany.
The key findings were:
• The U.S. has traditionally lagged behind in terms of interest and support for soccer. However, the magnitude of improvement in buzz score during the first week of the tournament shows relative consistency across countries, indicating that the U.S. has been very receptive of the event, falling in line with Germany and the U.K.
• While not an official sponsor, Nike is an aggressive World Cup advertiser, having launched a campaign dubbed “Write the Future.” Team sponsorship has also helped Nike’s World Cup presence, since it has strong ties to the Brazilian team, one of the consensus favorites to win the tournament. Overall, the brand has been successful in improving its buzz score in each of the countries.
• When considering the networks broadcasting the World Cup games, ABC and ESPN have experienced considerable buzz boosts during the first week. The gains come at a time when regular programming is in a dark period.