Morning Consult recently released the first edition of the Most Polarizing Brands in America Rankings, a definitive ranking of the companies, brands, and organizations that are the most politically divisive. Using data from over 300,000 surveys with U.S. adults 18+ across the United States from October 2017 to January 2018, the rankings reveal which brands divide Democrats and Republicans the most.
President Donald Trump's signature hotel line, Trump Hotels, sits at the top of the list of the most polarizing brand in America. Trump Hotels saw the greatest difference in net favorability between Republicans and Democrats at 78 percentage points, with the brand being perceived favorably among Republicans and negatively among Democrats.
See the full rankings here.
Highlights from Morning Consult's Most Polarizing Brands Rankings include:
- Media companies dominate the top 30
- Cable networks CNN (#2), Fox News (#3 -tie), and MSNBC (#6) appear in the top 10
- Other media outlets criticized by the President, NBC News (#3 -tie), New York Times (#5), Washington Post (#10) are also featured in the list
- Democrats view Trump-associated brands unfavorably, Republicans dislike brands critical of Trump
- Trump Hotels, Fox News lead the pack in terms of the least popular brands among Democrats while the NFL, CNN, and MSNBC are the least popular among Republicans
- Drinks brands, Diet Pepsi, Diet Mountain Dew, and Red Bull viewed negatively by all parties
- The polarizing politics of the NBA and NASCAR: While the NFL has drawn considerable attention around the intersection of politics and sports, it is not the only national sport impacted by partisan politics. Read more here.
- Why pizza chains are more popular among Republicans: National pizza brands, including Papa John's, Little Caesars, and Pizza Hut, are favored more by Republicans than Democrats by a wide margin. We explored the politics behind the great pizza divide. Read more here.
- Walmart vs. Target: A political divide among shoppers: Walmart is more popular among Republicans while Democrats see Target in a more favorable light. Read more here.
Morning Consult has quickly emerged as a leader in the brand reporting and market research space through its brand research technology platform, Brand Intelligence. Morning Consult Brand Intelligence surveys thousands of Americans every day on the world's largest companies on metrics including: favorability, buzz, community-impact, purchase-intent, name recognition and more.
The inaugural edition of Morning Consult's Most Polarizing Brands is based on 336,370 surveys conducted across the United States to rank which companies, organizations or brand names are most divisive between Republicans and Democrats. The data come from Morning Consult Brand Intelligence.
The top 30 brands - drawn from at least 1,900 - were determined using surveys conducted online from Oct. 3, 2017 to Jan. 2, 2018 among a national sample of U.S. adults.
To establish the Most Polarizing Brands, respondents were asked to indicate whether they had a favorable or unfavorable view of each brand. The final ranking reflects which brands had the biggest difference in their net favorability score - favorable ratings subtracted by unfavorable ratings - between Democrats and Republicans.
Between 1,000 and 30,000 adults who identified as Republican, Democrat or independent rated each brand, and the results have a margin of error between 0.5 and 3.1 percentage points.
Morning Consult's surveys contain three principal sections: company evaluations, demographics and political tracking. The respondent first enters the survey and answers broad demographic questions. Then, he or she views a short battery of political tracking questions, which we include to help validate results. Next, he or she evaluates a randomized set of brands across a range of questions such as favorability, community impact and purchasing intent. Finally, respondents answer an additional set of demographic questions.
The full methodology for Morning Consult's Most Polarizing Brands available here.
About Morning Consult: Morning Consult is a leading survey research, media & technology company that is changing how leaders use public opinion to make key decisions & drive strategy. With offices in New York, Washington, D.C., and Chicago, Morning Consult provides groundbreaking research and brand tracking technology for over 150 Fortune 500 companies and industry associations, in addition to conducting regular public opinion polling for major media organizations including POLITICO, Bloomberg, and The New York Times. For more on Morning Consult, visit www.morningconsult.com
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