Youngstar: PlayStation, HOFER and Hervis can increase their youthfulness

Respondents to the latest wave of the regular Goldbach Youngstar survey declare PlayStation the most vital brand in Q4 2020, with HOFER and Hervis coming in second and third. All three brands were able to significantly increase their scores compared to the wave in which they were last surveyed and thus strengthen their youthful image. PlayStation was rated by the respondents with 68.9 points (last wave 45.4) and thus achieved the highest increase among all the brands surveyed. HOFER's score rose from 40.9 last time to 61.1, and third-placed sports retailer Hervis is also getting younger over time and was now rated at 55 points (last wave 51.4).

Record value for PlayStation

89.9% of respondents are familiar with the gaming brand of Sony Interactive Entertainment. Even before viewing the current spot, 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 current campaign also pays 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.

"Everybody buys everything at the HOFER price" makes the brand an entertainment provider.

The food retail brand HOFER is particularly well known among the young respondents with 97%. At the same time, the brand is also perceived extremely positively: 51% see it very positively and another 29% rather positively. The current, very catchy spot catapulted the values "entertaining", "original", "funny", "powerful/energetic" into partly more than twice as high approval ratings than before viewing the ad. While the criteria "down-to-earth" and "traditional" clearly received the highest approval ratings before the current campaign, after the advertising campaign, the criteria "entertaining" and "original" received the highest approval ratings.While the criteria "down-to-earth" and "traditional" clearly received the highest approval ratings before the current campaign, "original," "entertaining," "modern," "fun" and "active" were the most popular after viewing the ad.

Hervis can improve on all its top attributes

The three highest rated attributes of the sports retail brand both before and after viewing the commercial are: "active," "powerful/energized" and "vital." The spot further solidified all three top attributes in respondents' opinions: "active" rose from 59 to 61%, "powerful/energized" from 44 to 46% and "vital" from 43 to 49%.

Based on a quantitative survey by the Austrian Gallup Institute, the Goldbach Youngstar is regularly awarded to the brand that is considered the "most vital and youngest" among 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.