2014 - Annual Global Ranking

2014 - Annual Rankings: US Top Buzz Improvers

#1 Carnival Cruise Line (change in score +11.6) In September 2013, Carnival Cruise Lines said it would take three years to recover from its series of disasters, including the Concordia ship sinking off the coast of Italy. Halfway through that period, the data shows the company making good on its promise: it created a $300 million safety program, a thorough review of each ship and new advertising programs.

#2, 3, 4,and 7) Bank Of America (change in score +6.1), Goldman Sachs (+4.9), Wells Fargo (+3.8), J.P. Morgan (+3.5) For the past 18 months, some of the biggest banking industry leaders have appeared on YouGov BrandIndex’s rankings of most improved perception. Although three out of these four brands are still in mildly negative territory, this long comeback shows how far the sector has come back into public acceptance.

#5 NBC (change in score +3.8) With Jimmy Fallon taking over the “Tonight Show” reins and becoming a viral sensation, along with such hits as “The Blacklist” (and past episodes airing on Netflix) and a live broadcast of “Peter Pan,” NBC nudges into positive perception territory for the first time in a year.

#6 CVS (change in score +3.5) CVS made an industry-changing announcement early in 2014 by halting sales of all tobacco products, which went into effect in early September. None of their competitors have followed suit.

#8 Netflix (change in score +3.4) The streaming media company came into its own in 2014, with the water cooler series “Orange Is The New Black” and “House Of Cards,” and deep movie and TV programming.

#9 Maytag (change in score +3.3) The appliance maker replaced its venerable “lonely” Maytag Repair Man, which has been part of the company’s ad campaigns for decades, with a whole new version last January. Played by actor Colin Ferguson, instead of waiting around for the rare repair call, the new younger Maytag Man performs the functions of a refrigerator, range, dishwasher, and matching washer and dryer.

#10 MTV (change in score +3.2) The cable network which normally revels in outsized personalities and reality shows scored an unexpected hit this past summer with “Finding Carter” to match its other scripted success, “Teen Wolf.” MTV’s first family drama in at least two decades, which is akin to the programming found on ABC Family, “Finding Carter” was renewed for its second season one month after it premiered.

Top Buzz Improvers
Top Buzz Improvers
Methodology: 

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 December 2014. The Buzz Improvers chart ranks the brands with the highest increase in Buzz comparing calendar years 2013 and 2014. 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.

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