political affiliation is Republican in the U.S. you are less apt to strongly identify with the Fox News Channel as your top consumer brand this year.
The big TV cable network has been
knocked down a few pegs as measured YouGov’s BrandIndex -- now in 11th place. Fox News Channel had been No. 1 in 2012.
The biggest consumer brand Republicans now identify with is The
Sears Craftsman tool brand, which grabbed a 61.2% score. In second place is Lowe’s, at 58.9%. Johnson & Johnson is next at 57.2%, followed by Dawn at 54.9% and Amazon.com at 54.5%.
The biggest TV brand for Republicans now? The History Channel, which comes in seventh place with a 53.4%. Other top TV brands dropping out of high placings this year for the
Republican-oriented include The “Fox” network brand and “Discovery Channel.”
For those leaning to the Democrat political affiliation, the top consumer brand in their
eyes is Google, with a 58.1% score. Amazon is next at 57.3%, followed by Craftsman at 54.7%; Dawn at 51.7%; and Clorox rounding out the top five, with a 51.4% number.
The best TV network
brand for Democrats: PBS, in seventh place, with a 49.1% score.
Amazon (55.5%), Craftsman (53.2%) and Johnson & Johnson (50.6%) score the top votes for those of Independent political
affiliation. Two TV brands made their top 10 lists: History in seventh place (47.7%) and Discovery in tenth place (45.3%).
YouGov BrandIndex’s comes from 1,100 plus consumer
brands combines the average respondent scores for quality, value, general impression, satisfaction, reputation and willingness to recommend. All respondents were adults 18 and older.