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Amazon Is The Best Perceived Brand By LGBT Consumers

Article from: 
US
Tue, 30/05/2017 - 17:45
By: 
Ted Marzilli
LGBT Rankings

Amazon moved back up to regain the top spot as this year’s best perceived brand by consumers who identify themselves as lesbian, gay, bi-sexual or transgender.

Tesla, which debuted in the #1 position last year by a wide margin, fell to #35. By comparison, Tesla is currently #436 with the general population, showing a substantial disparity between the two demographics.

The most notable new brand on the LGBT top 10 this year is Dawn, which moved up from #23 last year to #5 this year. It is the only top 10 brand to have made the biggest gains in either our Buzz score (“If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?”) or Ad Awareness since last year. In the case of Dawn, it appeared on BOTH lists.

Both PBS and Netflix moved up in the top 10 to take second and third place respectively. New to the top 10 this year: Toyota (up from #45), Dawn (up from #23), and Aleve (up from #13). Brands on the LGBT top 10 but not the general population are PBS, Target, Aleve, Trader Joe’s, and Toyota.

The top 10 brands which made the biggest perception gains with LBGT consumers overall since last June are, in order: Volkswagen, Lyft, Subway, McDonald’s, Southwest, BP, Dawn, Comcast/Xfinity, General Motors, and Spectrum.

Compared to the perception gainers, which have a few brands in common between demographics, ad awareness among brands between LGBT and general populations is remarkably similar and perhaps not unexpected: most likely because they all have large ad budgets aiming to reach as many people as possible. Those brands include GEICO, Verizon, AT&T, McDonald’s, T-Mobile, Subway, and Progressive. Three brands on the LGBT top 10 but not on the other are Sprint, DirecTV, and Target.

Even the biggest gainers in ad awareness have substantial crossover: Blue Apron, Uber, Lyft, Trivago, Clorox, and Sprint.

The three brands which were on LGBT’s top 10 biggest gainers in ad awareness, but NOT on the general population one: Sling TV, Stella Artois, and Farmers Insurance.

All 1,500+ brands in the YouGov BrandIndex brand universe were measured with the company’s Buzz score, which asks respondents “If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?” All results were filtered for respondents who identified themselves as lesbian, gay, bi-sexual or transgender.

YouGov BrandIndex’s Buzz score can range from 100 to -100 with a zero score equaling a neutral position.

Buzz Rankings: LGBT Consumers

Buzz Biggest Improvers: LGBT Consumers

Ad Awareness Rankings : LGBT Consumers
Ad Awareness Rankings : LGBT Consumers
Ad Awareness Biggest Improvers: LGBT Consumers
Ad Awareness Biggest Improvers: LGBT Consumers
Buzz Rankings: General Population
Buzz Rankings: General Population
Buzz Biggest Improvers: General Population
Buzz Biggest Improvers: General Population
Ad Awareness Rankings: General Population
Ad Awareness Rankings: General Population
Ad Awareness Biggest Improvers: General Population
Ad Awareness Biggest Improvers: General Population
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