African American consumers rate Subway the highest, in-line with our General Population rankings. The sandwich giant came in 2nd among Hispanic consumers, narrowly beaten by YouTube, which takes 1st place.
The most improved brand among African Americans was Toyota. BP came in as the biggest improver for Hispanic respondents, both recovery stories from previous year crisis.
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 this segment.
All Buzz scores listed have been rounded to a single decimal place, however, we have used additional precision to assign ranks.