Samsung is the most youthful brand for young target group in Q1 2021
The Goldbach Youngstar is awarded to the brand that is considered the "most vital and youthful" 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.
The winner of the survey for Q1 2021 Samsung was able to improve its score on a high level by another 7 score points compared to the last survey wave (Qu4 2015 or annual winner 2016). Of all the brands queried, Samsung was already rated as the second most youthful before viewing the current spot. HORNBACH again impressively demonstrates just how much influence a commercial can have on its image. Whereas the DIY megastore with a garden center brand was ranked in fifth place in terms of vitality prior to viewing the spot, the spot used promoted HORNBACH to second place in the overall results.
The results of the before/after comparison in detail
In the case of first-placed Samsung, the current spot paid off above all in terms of the attributes vital (from 18 to 30%), youthful (from 33 before spot to 48% after spot), powerful and energetic (from 32 to 44%). The brand is most strongly associated with the trait "modern" (67% approval before and 65% approval after viewing the spot).
However, there was a particularly marked change in respondents' attribution of characteristics to HORNBACH, the runner-up, following the spot. Whereas the characteristics "down-to-earth" and "traditional" received the highest level of approval prior to the spot, "powerful, energetic", "active" and "original" received the highest level of approval thereafter. The criteria "entertaining" and "funny" rose from 19% before viewing the spot to 42% and 39%, respectively, after viewing the current campaign.
For bronze medal winner Amazon, this characteristic also ranked first in respondents' attributions (64% before viewing the spot, 57% after). The current spot scored particularly well with innovation and novelty. These qualities were attributed to the brand by 51% after the spot, and only by 43% before. Vitality also increased from 17 to 25%.
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 each participant is derived 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/Nicknight or 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 will be presented with the Goldbach Youngstar Award at the Goldbach Summer Festival at the end of August.