The DirecTV launch of its Manning brothers football season campaign seems to be perfectly timed. With Time Warner Cable and CBS in a blackout battle, the satellite dish company’s US consumer perception has been rising steadily since the beginning of the month.
Verizon FiOS, another alternative to cable, has also seen its perception inch up, but so far not as strong a move as DirecTV.
After initially holding up its public perception while Time Warner Cable’s sank, CBS has now joined it in negative sentiment territory. Time Warner Cable is at its lowest consumer perception point since January 2011, while CBS is at its lowest point since August 2011.
CBS-owned Showtime, while more resilient, has also begun fading in perception since August 9th.
CBS, DirecTV, FiOS, Showtime, and Time Warner Cable were measured with YouGov BrandIndex’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 are for adults 18+.
Since late July, DirecTV’s Buzz score has gravitated up from 7 to 9, while FiOS moved from 4 to 5.
Time Warner Cable’s Buzz score dropped from zero on July 1st to its current score of -11. CBS still had a 2 score at the beginning of August, but now resides at -5. During that same period, Showtime’s Buzz score drifted from 7 to 4.