Amazon declared the most youthful brand

Goldbach Youngstar survey crowns Amazon most vital brand in Q1 2022, followed by Disney+ and Hornbach

The latest Goldbach Youngstar survey of Austria's young people has been completed. The highest rated brand in terms of vitality and youthfulness among respondents was Amazon prime with a score of 64, followed by the well-known media brand Disney+ with a score of just under 60. The third most youthful brand perceived by respondents this quarter was Hornbach, the operator of DIY superstores and garden centers, which scored 51 points.

Based on a quantitative survey by the Austrian Gallup Institute, the Goldbach Youngstar is awarded on a quarterly basis to the brand which is considered the "most vital and youngest" in the young and young-at-heart target group. The score, which forms the basis of the result, is made up of 3 subscores: Brand - Spot - Before/After Comparison.

With the current spot, Amazon was able to significantly increase its last score of 57.2 and score with youthfulness. The highest agreement received both before and after opinion of the Spots the characteristic classification "modern", followed by "active, innovative and new". A particularly large positive change after the ad was viewed was recorded for the attributes "original, entertaining, youthful, funny and vital." Original increased in the "before spot/after spot" comparison by 12 percentage points, entertaining by as much as 19%, youthful by 13% and "funny" by 17%.

For the Disney+ brand, the characteristics "entertaining, youthful and modern" are at the top. The spot shown paid off especially on originality. Here, the rating increased by 10 percentage points in comparison "pre-spot" to "post-spot".

It is in the nature of the business object that Hornbach is primarily assigned the characteristic of "down-to-earthness". However, this attitude changed from 55% to 44% after viewing the commercial. In turn, respondents perceived the brand as much more "original, entertaining, fun and special" in their view of the current ad.

About the Goldbach Youngstar survey:

Since March 2011, Goldbach Austria, in cooperation with the Gallup Institute, has been examining 10 selected commercials or brands each quarter with regard to their vitality and youthfulness on the basis of a representative online survey.

According to the market research results, the criteria for being considered "vital" in the young target group are the authenticity of the current campaign appearance and being perceived by the respondents as young, trendy and contemporary. The winner is the brand that achieves the highest results in a combination of the brand's vitality index (young target group) and the advertising impact of the spot (in the young target group). The respective criteria are queried before and after viewing the current commercial. Thus, both the basic attitude towards the individual brands and the effect of the current campaign appearance can be included in the evaluation. In addition, a before-and-after comparison is also possible.

In the course of the regular Goldbach Youngstar survey, 500 Internet users between 14 and 29 years of age as well as "Youngminder" - i.e. people between 30 and 49 years of age whose "perceived age" is 29 or less - are asked about the attitudes and image of 10 different brands that were present with a video campaign on TV and/or online and/or advanced TV among the young target group. Priority was given to multiscreen spots shown in TV AND online plus digital out-of-home media, if applicable, during the respective study period.

In order to be included in the Goldbach Austria shortlist - which is newly determined for each survey round - campaigns with classic TV, Advanced TV and/or online spots must be broadcast over a campaign period of at least two weeks and with a defined minimum advertising pressure in the Goldbach TV (COMEDY CENTRAL, DMAX, TLC, Nickelodeon, Digital out of Home network and (or) Goldbach Online/Mobile network. The selection also includes criteria such as originality of the spots and heterogeneity within the shortlist. The annual winner from the total of 40 brands measured within a rolling year is presented with the Goldbach Youngstar Award at the end of August as part of the Goldbach Summer Festival.