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Media & entertainment ranked #1 in brand intimacy for the first time

by | Jun 11, 2018 | Public Relations

For the first time, the media & entertainment industry ranked #1 out of 15 industries studied in MBLM’s Brand Intimacy 2018 Report.

Disney came in first in the industry, and fifth in the overall study, followed by YouTube and Netflix. The remaining brands in the Top 10 for the media & entertainment industry were: Nintendo, Xbox, WWE, PlayStation, Amazon Prime, HBO and ESPN.

Media & entertainment ranked #1 in brand intimacy for the first time

“Brands in the media & entertainment industry help us escape reality and provide comfort, inspiring strong feelings and powerful bonds,” said Mario Natarelli, managing partner at MBLM, in a news release. “As the category continues to evolve into content producers, platforms & services and devices, we expect to see richer entertainment experiences and nuanced roles for each of these offerings within media & entertainment. Brand Intimacy provides a compelling framework for these brands to continue to deepen the bonds they build with consumers.”

Media & entertainment ranked #1 in brand intimacy for the first time

Additional significant media & entertainment industry findings include:

  • The category’s Brand Intimacy Quotient was 45.8, well above the overall industry average of 27.1
  • It ranked #1 with millennials with an average Brand Intimacy Quotient of 50.3, which was nearly seven points higher than the #2 industry, automotive, which had a Quotient of 43.4
  • Disney ranked #1 for women and millennials
  • YouTube ranked #1 for men
  • Users age 35–64 preferred Netflix, as did people with incomes between $35,000 and $75,000
  • Indulgence, which is associated with pampering and gratification, was the dominant archetype in the category
  • The industry was #2 for nostalgia, #2 for indulgence, #3 for ritual and #4 for fulfillment
  • Devices were the most intimate group in the category, followed by platforms & services and content producers
  • The industry led in its percentage of users in the sharing and bonding stages of Brand Intimacy

Media & entertainment ranked #1 in brand intimacy for the first time

Brand Intimacy is defined as a new paradigm that leverages and strengthens the emotional bonds between a person and a brand. For the third year, the study revealed that top intimate brands in the U.S. surpassed the top brands in the Fortune 500 and S&P indices in revenue and profit over the past 10 years.

This year’s report contains the most comprehensive rankings of brands based on emotion, analyzing the responses of 6,000 consumers and 54,000 brand evaluations across 15 industries in the U.S., Mexico and UAE. MBLM’s reports and interactive Brand Ranking Tool showcase the performance of almost 400 brands, revealing the characteristics and intensity of the consumer bonds.

Read the Media & Entertainment report here.

Watch “How Brands Are Winning with Emotion in the Media & Entertainment Industry” webinar here.

Download the full report here.

During 2017, MBLM conducted an online quantitative survey among 6,000 consumers in the United States (3,000), Mexico (2,000), and the United Arab Emirates (1,000). Participants were respondents who were screened for age (i.e. 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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Richard Carufel
Richard Carufel is editor of Bulldog Reporter and the Daily ’Dog, one of the web’s leading sources of PR and marketing communications news and opinions. He has been reporting on the PR and communications industry for over 12 years, and has interviewed hundreds of journalists and PR industry leaders. Reach him at richardc@bulldogreporter.com; @BulldogReporter

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