State Farm is the insurance leader, with a narrow margin over Allstate insurance. Three of the top five Buzz scores are property and casualty brands. The top brands have turned to quirky humor in their advertising – moving away from old school ads with men in suits and a deadly serious tone. The Aflac duck, State Farm’s “State of…” spots and the Geico Gecko have kept perception high.
Buzz growth has been significant in the insurance sector, with Allstate seeing the most improvement. It went from 5th in the 2011 rankings to reach 2nd place in mid-2012. Allstate, Aflac and Blue Cross perception increases were large enough to make the overall top 10 list.
These brands were rated using 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?"
The Buzz Rankings chart shows the brands with the highest average Buzz scores between January and June 2012. The Buzz Improvers chart ranks the brands with the highest increase in Buzz between Jan-June 2012 and the same period in 2011. Both scores are representative of the general population.
All Buzz scores listed have been rounded to a single decimal place, however, we have used additional precision to assign ranks.