For the second year in a row, the media & entertainment industry was the top-ranking sector in the recent Brand Intimacy 2019 Study, the largest study of brands based on emotions, from marketing intimacy firm MBLM.
Disney ranked #1 in the industry, and in the overall study, followed by Amazon Prime and Netflix. The remaining brands in the Top 10 for the media & entertainment industry were: PlayStation, YouTube, Xbox, Nintendo, Hulu, HBO and WWE.
“Media & entertainment continues to be our most intimate industry. The need to escape reality, consume content on demand, and lose ourselves in stories is a powerful combination of factors,” said Mario Natarelli, managing partner at MBLM, in a news release. “Disney is leveraging its nostalgic associations to cultivate stronger bonds with customers. It has also improved its performance with men, while continuing to innovate and expand its offerings.”
Additional noteworthy findings in the media & entertainment industry include:
- Disney was the #1 brand with both men and women as well respondents aged 45-64
- Disney was also the top brand for people making over $100,000
- YouTube ranked first for millennials
- YouTube also ranked first for those making $35,000-$50,000
- Media & entertainment was also the #1 industry for millennials
Top five most intimate brands by gender:
Disney rose in ranking from fifth overall in the 2018 study to first this year. Although it has always been a strong, highly-emotional brand, Disney has capitalized on the current appetite for escapist content, continuing to establish itself as source for nostalgia, while expanding its other core associations. Its gender-neutral approach and characteristic attracts a broad audience, and how the brand has improved cultivating deeply emotional bonds with a high percentage of users.
Top five most intimate brands by age:
Brand Intimacy is defined as the emotional science that measures the bonds we form with the brands we use and love. Top intimate brands in the U.S. continued to significantly outperform the top brands in the Fortune 500 and S&P indices in both revenue and profit over the past 10 years, according to the Brand Intimacy 2019 Study.
During 2018, MBLM with Praxis Research Partners conducted an online quantitative survey among 6,200 consumers in the U.S. (3,000), Mexico (2,000), and the United Arab Emirates (1,200). Participants were respondents who were screened for age (18 to 64 years of age) and annual household income ($35,000 or more) in the U.S. and socioeconomic levels in Mexico and the UAE (A, B and C socioeconomic levels).
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