After chugging along with daily games for the first two weeks, World Cup matches have become much more infrequent during week three, as fewer teams remain in competition. Consequently, brands have not been able to maintain their initial buzz scores, according to market research firm YouGov‘s BrandIndex report.
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.When it comes to World Cup buzz, Nike—despite not being an official sponsor—continues its dominance as the only brand to remain in the top five across each of the three countries: U.S., U.K. and Germany (see chart). While Nike is maintaining gains in the U.K. and Germany as the top “buzz improver,” scores have continued to decline in the U.S., dropping down to the same level as Adidas.
Meanwhile, Hyundai has preserved its top position in the U.S. for the second consecutive week, and Visa remains one of the top three buzz improvers in the U.S. and U.K. Sony has secured its top three position in the U.K. and Germany, but has fallen out of the U.S. ranking.
Not to be overlooked is the main network broadcasting the tournament in the U.S. ESPN has had steady buzz gains in the U.S., not only during World Cup coverage, but also during game replays and shows featuring World Cup analysis and game previews.