PlayStation is Youngstar of the Year 2021
PlayStation is able to establish itself as the most vital brand in the course of the Goldbach Youngstar surveys in 2021. Of all the brands examined in the 4 waves for the Youngstar 2021 in the period from Q3 2020 to Q2 2021, PlayStation achieved the highest score. The gaming brand thus joins the prominent hall of fame of Youngstar winners and follows last year's winner, the language app Babbel, onto the podium as the most youthful brand.
With a score of 68.9, Youngstar 2021 is 0.4 points higher than the previous year's winner. In 2nd and 3rd place in 2021 are Samsung (66.4 - winner of Q1 2021 and Youngstar 2013 and 2016) and Geizhals (61.7 - winner of Q3 2020). Among the winners of previous years are sounding brands like Babbel (2020), Netflix (2019), Shpock (2018), Amazon (2017), Samsung (2016 and 2013), Snickers (2015), Red Bull (2014).
Record value for PlayStation
Compared to the wave in which PlayStation was last studied, the brand was able to significantly increase, strengthening its youthful image.
PlayStation was rated 68.9 points by respondents (last wave 45.4). 89.9% of respondents are familiar with the gaming brand of Sony Interactive Entertainment. Even before viewing the current commercial, 67% of survey participants associate the brand with the attribute "youthful." This value decreases slightly to 64% after the spot, but at the same time the attribute "modernity" increases from 56% before the spot to 62% after the spot. The campaign studied also paid off on the properties "powerful/energetic," "original," and "innovative/novel." "Youthful," "modern" and "entertaining" are overall those attributes that receive the highest approval among the young target group for the PlayStation brand.
Based on a quantitative study by the Austrian Gallup Institute, the Goldbach Youngstar is regularly awarded to the brand that 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 sub-scores: Brand - Spot - Before/After comparison.
About the Goldbach Youngstar
Since March 2011, Goldbach Austria, in cooperation with the Gallup Institute, has been examining 10 selected spots or brands on a quarterly basis 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 TV and/or online video campaign among the young target group. Priority is given to multiscreen spots shown in TV AND online plus digital out-of-home media, if applicable, during the respective study period.
The total score of the individual participants results from three subscores - the brand image before viewing the current spot, a spot rating and a before/after comparison - and is calculated using a specially developed algorithm.
In order to be included in the Goldbach Austria shortlist - which is newly determined for each survey round - campaigns with classic 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) 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 is chosen from the total of 40 brands measured within a rolling year and presented with the Goldbach Youngstar Award at the Goldbach Summer Festival at the end of August.