Ticketmaster’s new trial “TM+” resale program seems to have driven its consumer perception close to the levels of reseller StubHub since late summer, tightening up the battle between the two brands which cater to concert, theater and sporting event attendees, according to YouGov BrandIndex, the only daily brand consumer perception research service.
TM+ allows fans to scalp their own tickets on the same web page as face value tickets.
Both brands have recently experienced increases in consumer perception, with StubHub remaining in the lead. StubHub has steadily increased its consumer perception over the course of 2013, nearly tripling its levels in the first nine months of the year. Those perception scores have seemingly benefited from its irreverent animated “Ticket Oak” ads, which have run during the year.
Ticketmaster, after spending most of the year mired in perception depths that were more negative than positive, leveled off during the summer and has been on a rise since the third week of August, extending into positive territory, right on the trail of StubHub.
The TM+ program could have possibly helped Ticketmaster’s overall brand health even more, bringing them to their highest levels of 2013 and recently on par with StubHub’s numbers. While Ticketmaster has tapered off slightly, they have come a long way from most of this year’s brand health numbers.
Ticketmaster and StubHub were measured using two of YouGov BrandIndex’s scores: Buzz, which ask 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?"; and its flagship Index score, a broad measurement of brand health which is an average of YouGov BrandIndex’s Quality, Value, Satisfaction, Impression, Reputation and Willingness to Recommend scores. All results reflect adults age 18 and over.
YouGov BrandIndex measurement scores range from 100 to -100 and are compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.
Throughout 2013, StubHub has had lengthy Buzz score runs hitting peaks of 9 and 10 scores. The brand has introduced new executions of its “Ticket Oak” television campaigns throughout the year, and has also advertised on a Times Square billboard.
Ticketmaster had been drifting down from close to zero to slightly negative territory for most of the year. But during the third week of August, Ticketmaster began an ascent to its current 4 score, its high for 2013. StubHub’s current Buzz score is five points ahead at 9.
The two chains’ Index scores, reflecting overall brand health, show an even closer competition, with Ticketmaster surging from 2 at the start of August to its 2013 peak of 16 on September 4th, and now residing at 13. StubHub is just ahead of it, on its own mini-swell from 10 on August 24th to a near-peak on September 22nd of 18, and now nestled at 16.
YouGov BrandIndex (www.brandindex.com) interviews 4,300 people each weekday from a representative US population sample, more than 1.5 million interviews per year. Respondents are drawn from an online panel of more than 2MM individuals.