Opinium report reveals top 100 most connected UK brands

Opinium reveal the top 100 UK brands that have garnered consumer attention in the past year.

The report surveyed 12,000 consumers and used 22,000 brand mentions and 96,000 brand reviews to generate its results. Of these, Aldi, Sky, and Volkswagen enjoyed the biggest surges in connecting with their consumers last year, becoming more indispensable in their daily lives.

Aldi was the only supermarket to be named in the top 10 list.

Netflix was placed in 11th place, but still beat less bespoke channels like the BBC.

Adam Drummond, associate director at Opinium, said: “Sky and Netflix are among the big winners from this year’s Most Connected Brands and this speaks to the impact that having a personalised offering can have on your emotional connection with consumers. Compare that with the BBC which falls 15 places in our ranking, buffeted by its prominence in the Brexit debate but also the relative absence of big recent hits. While the brands Remainers and Leavers feel emotionally connected to are very similar overall, there are stark differences when it comes to media brands and corresponding lessons for how to target each group. Remainers are much more likely to feel connected to social media brands like WhatsApp, Instagram and Twitter while Leavers are better reached through Sky and YouTube.”

Opinium measures brands based on the following four key brand metrics: prominence, distinction, emotion and dynamism.

The report also cited that the following trends had impacted the way that brands had connected with consumers in 2019: Brexit, activism, divided generations and resilience culture - revealing that politics and cultural movements had affected public opinion.

Opinium expects more encouraging changes to occur within the financial and retail sectors due to their investment in innovation. Meanwhile tech, media & entertainment and the FMCG category are struggling to connect emotionally with customers.