2017 Buzz Rankings

2017 - Buzz Rankings: US Top Buzz Rankings

1 Amazon
For the fifth consecutive year, Amazon earned the top spot on YouGov BrandIndex's annual list of brands that generated the most positive buzz among the American public — and quite a year it’s been. In June, Amazon acquired upscale grocer Whole Foods for $13.7 billion, giving the online retailer a physical presence in many of the nation’s urban hubs. A few months later, the firm announced plans to open a second headquarters, launching a bidding war involving over 230 cities across the continent. Another sign of Amazon’s dominance: In 2017, company founder and CEO Jeff Bezos became the richest person in the world, ending the year with a total net worth around $100 billion.

2 Netflix
In second place for the third straight year, Netflix also had a rather upbeat 2017, earning a grand total of 91 Emmy nominations. In October, the online streaming service, which now has over 100 million paying subscribers, announced intentions to spend up to $8 billion on content in 2018 — an increase of 33%.

3 Amazon Prime
By some estimates, more than half of all US households now have a subscription to Amazon Prime. During 2017’s Prime Day, which discounts thousands of items for members only, Amazon reported that sales surpassed those seen on Black Friday and Cyber Monday. Not only that, but more shoppers joined Amazon Prime during last year’s Prime Day than any single day in Amazon’s history. The event’s top-selling item: the Echo Dot.

4 YouTube
According to the brand’s own statistics, nearly one-third of all people on the internet use YouTube to watch, collectively, a billion hours of video each day. In total, YouTube reaches more adults aged 18-34 than any cable network in the United States. Numbers like these help reinforce the company’s popularity, despite a year that saw some tension with advertisers concerned about appearing next to controversial material.

5 Google
From maps to smartphones to self-driving cars, Google's presence is felt just about everywhere. And with parent company Alphabet announcing an estimate-beating 24% increase in revenue during its latest quarterly earnings report, the tech juggernaut is showing no signs of slowing down.

6 Nike
Although Nike’s share price saw some ups and downs throughout 2017, it ended the year strong, perhaps in part due to a new $1 billion eight-year partnership with the NBA to produce the league’s jerseys, which feature the brand’s logo. Furthermore, in June news broke that Nike would begin selling its sneakers on Amazon directly, giving the brand a better chance to boost its online sales.

7 Dawn
Making a return from last year’s list is Procter and Gamble’s dish soap Dawn. With the duckling imagery and consistent association with rescuing and restoring wildlife affected by oil pollution, the brand continues to resonate with consumers across the country.

8 M&M’s
Around since 1941, more than 400 million individual M&M's candies are currently produced in the US every day, according to company data. After a year that involved experimenting with new flavors, such as caramel and pumpkin pie, the brand plans to return to the Super Bowl after a three-year hiatus with a 30-second spot.

9 iPhone
Ten years after releasing the first iPhone in 2007, Apple released the iPhone X to a world changed by its various devices and services. Armed with facial-recognition technology and wireless charging — and starting at $999 — the iPhone X has received generally favorable reviews, helping put the smartphone back on the list after missing last year’s rankings.

10 Apple
Despite ending 2017 with some controversy surrounding the reduced processing power of older iPhones, Apple still has a knack for generating positive headlines. Earlier in the year, for example, the company announced its competitor to Amazon’s Alexa-powered Echo: the Siri-powered HomePod. In December, Apple confirmed its acquisition of the popular sound-identifying app Shazam. With a market cap of $900 billion, Apple remains the most valuable publicly traded company of all time.

Top Buzz Rankings
Top Buzz Rankings

The 1,600 brands in YouGov BrandIndex were ranked using the 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?” Scores are net scores, calculated by subtracting the percentage of negative responses from the percentage of positive responses for each brand. 

The Buzz Rankings chart shows the brands with the highest average Buzz scores between January and December 2017. The Buzz Improvers chart ranks the brands with the highest increase in Buzz comparing scores in years 2016 and 2017, to be included the year over year variance must be positive. 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.

All brands must be tracked for at least 6 months to be included in the rankings, and must have been tracked for at least 6 months in the prior year’s period (as well as being currently tracked) to appear in the movers tables.

2019 Top Brand Buzz Rankings

Buzz Rankings by Market

Brand Rankings Archive

Contact Us


People Illustration