Survey: NFL's Brand Score Plummets Amid Ray Rice Controversy
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The NFL’s shield has already lost some of its shine, according to a new brand perception survey taken as the Ray Rice controversy unfolded this week.
The YouGov BrandIndex, which measures daily brand consumer perception, found that the NFL’s “buzz” score fell from a yearlong high of 36 on Monday to -17 four days later, which marks the league’s lowest score since June 2012 when it was -26. That year’s low came as the league dealt with complaints over its new restrictions on bringing purses and bags into stadiums, and also amid controversy surrounding allegations that the New Orleans Saints paid bounties for injuring opposing players, YouGov noted.
Buzz scores, which are based on interviews of 4,300 people each weekday, can range from 100 to -100, with a score of zero indicating an equal level of positive and negative feedback. Respondents are asked: “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?”
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