The media & entertainment industry topped MBLM’s Brand Intimacy 2019 Study, which is the largest study of brands based on emotions, for the second year in a row. Disney ranked #1 in the industry, and in the overall study, followed by Amazon Prime and Netflix. The remaining brands in the Top 10 for the media & entertainment industry were: PlayStation, YouTube, Xbox, Nintendo, Hulu, HBO and WWE.

Brand Intimacy is defined as the emotional science that measures the bonds we form with the brands we use and love. Top intimate brands in the U.S. continued to significantly outperform the top brands in the Fortune 500 and S&P indices in both revenue and profit over the past 10 years, according to the Brand Intimacy 2019 Study.

“Media & entertainment continues to be our most intimate industry. The need to escape reality, consume content on demand, and lose ourselves in stories is a powerful combination of factors,” stated Mario Natarelli, managing partner, MBLM. “Disney is leveraging its nostalgic associations to cultivate stronger bonds with customers. It has also improved its performance with men, while continuing to innovate and expand its offerings.”

Additional noteworthy findings in the media & entertainment industry include:

  • Disney was the #1 brand with both men and women as well respondents aged 45-64
  • Disney was also the top brand for people making over $100,000
  • YouTube ranked first for millennials
  • YouTube also ranked first for those making $35,000-$50,000
  • Media & entertainment was also the #1 industry for millennials

In addition to the industry findings, MBLM also released a comprehensive article entitled, “Crowning a New Champion of Brand Intimacy.” The piece focuses on Disney’s rise in ranking from fifth overall in the 2018 study to first this year. MBLM discusses how Disney has always been a strong, highly-emotional brand and has capitalized on the current appetite for escapist content, continuing to establish itself as source for nostalgia, while expanding its other core associations. Its gender-neutral approach and characteristic attracts a broad audience, and how the brand has improved cultivating deeply emotional bonds with a high percentage of users.

The Brand Intimacy 2019 Study contains the most comprehensive rankings of brands based on emotion, analyzing the responses of 6,200 consumers and 56,000 brand evaluations across 15 industries in the U.S., Mexico and UAE. MBLM’s reports and interactive Data Dashboard, which features a brand ranking tool, showcase the performance of almost 400 brands, revealing the characteristics and intensity of the consumer bonds.

To view the media & entertainment industry findings, please click here. To download the full Brand Intimacy 2019 Study or explore the Data Dashboard click here.

 

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