The World Cup is over, but some brands are still enjoying positive buzz generated during the course of the soccer tournament: Hyundai and Visa were the biggest World Cup brand perception gainers in the U.S., according to market research firm YouGov.
Advertisers Hyundai and Visa saw buzz scores increase in the U.S. in the tournament’s final week, despite the American team’s elimination two weeks ago. However, their buzz declined modestly in the U.K. and Germany. During the entire course of the World Cup, the U.K. led both the U.S. and Germany in buzz score gains, with the top five U.K. brands outperforming every other brand in the other two countries.
Nike, a non-World Cup sponsor, has been the only brand to remain in the top five across each of the three countries. The athletic apparel company made the largest buzz improvement of any brand in any country — more than six points in the U.K. Rival Adidas, however, managed to surpass Nike in both the U.S. and Germany in overall improvement, which should bolster the company’s confidence after it made a major marketing investment.
Visa remains among the top three “buzz improvers” in the U.S. and U.K. Additionally, both Sony and Emirates sustained buzz improvements in the U.K. and Germany.
ESPN’s much-maligned prime-time broadcast last Thursday night of LeBron James’ team decision cost the network the goodwill it had accumulated. During earlier weeks, ESPN was in the top three, but last week’s event has left the network with only a negligible advance for the four-week period.
The BrandIndex report by YouGov analyzes the most talked about brands based on buzz. The scores are based on weighing positive and negative perceptions of a brand. 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. The average buzz scores for each World Cup brand were calculated over the course of the first two weeks and compared to the baseline in the U.S., U.K. and Germany.
See also: The Top 10 Soccer Ads of All Time