Vöslauer, HelloFresh and McDonald's are the Youngstar winners of Q3 2022

Goldbach Youngstar survey presents most vital brands

While McDonald`s Austria was still in first place in terms of youthfulness before the spot was viewed, the current spots gave the second and third-placed brands a makeover. Hello Fresh was still ranked 6th in terms of vitality before viewing the commercial, and the mineral water manufacturer Vöslauer also had a less youthful image among respondents before viewing the commercial and ended up in 3rd place.

The Goldbach Youngstar is regularly awarded on the basis of a quantitative survey by the Austrian Gallup Institute 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.

The results in the before/after comparison in detail

With an awareness of 87%, the mineral water brand Vöslauer scored above all with the attributes vital, active, down-to-earth and traditional before viewing the commercial.

Even after viewing the commercial, vital and active remained the attributes that received the most approval in relation to Vöslauer. However, modern and youthful came in 3rd and 4th place.

The ad paid off particularly strongly on youthfulness. Here the approval jumped from 18 to 36%. The characteristics "innovative, novel" were also positively influenced by the ad and moved from 17 to 33% in the before/after comparison. "The results impressively show the influence advertising has on perception. The current spot was a true "fountain of youth" for the brand," says xy from Goldbach Austria, commenting on the results.

According to this survey, 95% of respondents are familiar with the fast-food chain McDonald's Austria. Before as well as after viewing the commercial, "youthful" was the characteristic most strongly attributed to the brand by respondents. In this case, however, the ad paid more attention to characteristics such as "active, modern, innovative and novel".

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 survey 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.