BLOG | by YouGov Sport

European football’s biggest Buzz movers for December 2021

As football entered the Christmas holiday, Manchester United saw the biggest increase in brand score among adults in a few European markets.

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.

In the United Kingdom, Manchester United saw the biggest month-over-month increase (+9.6), ahead of modest moves by Tottenham Hotspur (+2.2), Manchester City (+1.4), Aston Villa (+1.2) and Norwich City (+1.2).

In Spain, Paris St. Germain posted the highest Buzz score increase (+7.9), followed very closely by Real Betis Balompie (+7.8), then by Real Madrid (+4.7), Manchester United (+4.1), and Bayern Munich (+3.2).

In Germany, pro football clubs saw modest increases among adults in that market from FC Bayern Munchen (+2.6), FC Schalke 04 (+2.1), FC Augsburg (+1.9), Werder Bremen (+1.8), and Real Madrid (+1.7).

Turning to France, FC Metz saw notable gains (+3.2), as did Bayern Munich (+2.8), LOSC Lille (+2.8), Manchester United (+2.2) and Nimes Olympique (+1.8).

Finally, in Italy, Internazionale FC saw a substantial leap (+4.8), along with Real Madris (+4.1), AS Roma (+2.7), Atalanta B.C. (+2.5), and Paris Saint-Germain (+2.4).

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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 October 29 – November 27, 2021, and November 28 – December 27, 2021. Scores are based on an average daily sample size of 897-949 in Italy, 2,135-2,218 in the UK, 579-631 in Spain, 507-571 in France, and 1,372-1,453 in Germany. Daily figures are based on a four-week moving average. Learn more about BrandIndex.

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