BLOG | by YouGov Sport

European football’s biggest Buzz movers for April 2022

With a few final critical matches of the season left, YouGov data shows which clubs have experienced the highest brand uplifts recently.

Each month, YouGov Sport highlights the football clubs that saw the biggest month-over-month increase in Buzz scores in the United Kingdom, Spain, Italy, Germany, and France.

A club’s Buzz score is a net measure based on responses to two questions: “Over the past two weeks, which of the following teams have you heard something positive about?” and “Now which of the following teams have you heard something negative about?”. By calculating the difference between these two scores, we create our Buzz metric.

Chelsea (+19.6) saw the biggest month-over-month Buzz score increase in the United Kingdom. This is not likely the result of their performance on the pitch, but more likely the result of ownership talks around the club, which has been owned by Russian Roman Abramovich since 2003. UK sanctions against Russia for its invasion of Ukraine spurred the sale, which has been a confusing matter even to those who pay close attention.

Liverpool (+6.4) and Manchester City (+5.8) are locked in a battle for the league’s top spot, as well as a battle for second place on our list of Buzz movers. Paris Saint-Germaine (+2.2), the club that’s firmly atop Ligue 1 standings, comes in fourth in the UK, while recently-promoted Fulham (+2.2) rounds out the UK list.

Spain

In Spain, Villareal (+10.3) sits atop our list of biggest Buzz movers despite being significantly behind in the La Liga standings. This score is almost certainly linked to their recent success in the UEFA Champions League. The aforementioned PSG (+6.9) come in second place in Spain, followed by Arsenal (+5.3), Real Sociedad (+4.1) and Real Valladolid (+3.8).

Germany

In Germany, Eintracht Frankfurt (+6.7) tops the list of clubs with the biggest month-over-month Buzz score increase. Frankfurt currently lead group D of the Europa League, while falling behind in the Bundesliga. Other top Buzz performers this month in Germany are Leipzig (+5.6), Liverpool (+4.2), Real Madrid (+3.9) and Chelsea (+3.8).

France

Once again, PSG (+13.3) appears on our list, this time at the top of the month-over-month Buzz movers in France, followed by Olympique de Marseille (+5.9), Liverpool (+4.7), Arsenal (+3.3), and Monaco (+3.1).

Italy

Finally in Italy, Internazionale (+12.9), jockeying for first place in Serie A, made huge Buzz score strides this month, followed by PSG (+5.6), Bologna (+3.8), Roma (+3.7), and Salernitana (+2.9).

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Methodology: YouGov FootballIndex collects data on every major club. Buzz score is based on the questions: “Over the past two weeks, which of the following teams have you heard something positive about?” and “Now which of the following teams have you heard something negative about?” and delivered as a net score between –100 and +100. Scores reported represent the chance between the 30-day daily average between March 2 – April 1, 2022 and April 2 – May 1, 2022. Scores are based on an average daily sample size of 998-1046 in Italy, 2,048-2,162 in the UK, 542-603 in Spain, 477- 525 in France, and 1,288-1,347 in Germany. Daily figures are based on a four-week moving average.