Red Brands (Fox News!) & Blue Brands (Google!)
TV networks such as Fox News and the History Channel are the most popular brands among Republicans, while tech players including Google and Amazon hold the highest esteem among Democrats. And independents like TV and technology both.
Fox News was Republicans’ favorite brand again this year, according to the new annual report on brands and consumers’ political affiliation from YouGov BrandIndex, and Google repeated as Democrats’ favorite. The History Channel was the top-rated brand among independents.
Five brands appear on all three groups’ top 10 charts: the Discovery Channel, Johnson & Johnson, Cheerios, the History Channel and Clorox.
In one unifying trend, Republicans, Democrats and independents all rates their top 10 brands somewhat lower this year than last year, with sharper drops among Republicans and independents than among Democrats. Fox News received a score of 68 from Republicans this time around, for example, down from 71.4 last year.
Scores, which can range from -100 to 100, are calculated by subtracting negative feedback from positive feedback, according to YouGov BrandIndex. A score of zero would mean equal positive and negative feedback. Top-line scores reflect an average of sub-scores measuring quality, value, satisfaction, general impression, reputation and willingness to recommend. YouGov BrandIndex said it interviews 5,000 people each weekday, drawing from an online panel that’s representative of the U.S. population, on more than 1,100 brands.
Fox, the broadcast network, climbed among Republicans to become their second-favorite brand after Fox News. It doesn’t appear anywhere on Democrats’ top 10 list.
One media brand made Democrats’ top 10 this year that wasn’t on the list last year: PBS. And Amazon, a no-show in Republican’s top 10 last year and this year, rose in Democrats’ esteem.
YouGov BrandIndex said it has stopped tracking “logistical” brands such as UPS and FedEx this spring, explaining those brands’ disappearance from the top 10 charts since last year.
Nat Ives of Ad Age Digital