Mastercard, Peugeot and Barilla are the most vital brands in Q1 2025 - Duplicate

Audi secured first place by a wafer-thin margin with a score of 53.2 points, followed by Hornbach (53.1) and Skechers (53.0). This makes the race for the most youthful brand in Q2 2025 closer than ever before.

The Audibrand was clearly associated with the attributes modern, powerful, energetic and active by respondents both before and after viewing the current commercial - and was able to reinforce these impressions even further with the commercial. Audi made particularly strong gains in the attribute "harmonious" as a result of the Audi A6 Avant commercial: Approval here rose by a remarkable 8 percentage points.

While Hornbach was strongly associated with the values "down-to-earth" (44% approval) and "traditional" before the commercial, the picture changed significantly after viewing the commercial. Both the approval rating for "down-to-earth" and "traditional" fell, while the youth-oriented attributes of entertaining (+19%) and funny (+26%) clearly increased - strong evidence of the image change through creative communication.

The Skechers brand is primarily associated with the attributes active, vital and modern. After viewing the spot, respondents associated the brand less clearly with "youthful", but perceived it as more harmonious (+8%), innovative (+5%) and special (+5%).

About the Goldbach Austria Youngstar survey

The Goldbach Austria Youngstar Score is based on a quarterly quantitative survey conducted by the Austrian Gallup Institute.

The score is made up of three sub-scores: Brand, Spot and Before/After Comparison. The aim of the survey is to identify those brands that are perceived as the most vital and youngest in the young and young-at-heart target group.