Buzz scores have yet to reach double figures for any Mass Market Investment brands. E*TRADE has reached out to consumers with its fatherhood TV commercial, launched in February. In the spot, the E*TRADE baby reassures a new dad about planning for his daughter’s future.
No brands in this sector had statistically significant improvement. However, like the hotels sector, the top five movers all experienced modest Buzz increases.
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.