BLOG | by YouGov Sport
European football’s biggest Buzz movers for February 2022
As football clubs enter the final months of the season, many are seeing a boost in brand health. 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.
Newcastle United, which has occupied the basement of the standings as of late but recently hit a three-game win streak, is atop our list of biggest Buzz movers in the United Kingdom with an increase of 4.5 points over last month. The other biggest Buzz movers in the UK were Chelsea (+3.9), Liverpool (+3.4), Brentford (+3.4) and Everton (+3.2).
In Spain, Athletic Bilbao (+8.5) easily claims the top spot of Buzz movers, ahead of FC Barcelona (+6.6), Valencia (+5.4), Real Betis Balompié (+2.9) and Cádiz (+2.9).
In Germany, we saw modest increases in Buzz scores all around, with the biggest movers being Bayern München (+5.3), Werder Bremen (+3.7), Hamburger SV (+3), and Bayer Lverkusen (+2.2).
While clubs in Germany posted modest increases, the same can’t be said for those in France. Olympique Lyonnais (+9.9), whose return to the Champions League is still possible, psoted the highest month-over-month Buzz score increase in France, narrowly beating Olympique de Marseille (+9.7). Rounding out our top five in France is OGC Nice (+4.8). AS Saint-Étienne (+4.3), and RC Strasbourg Alsace (+3).
Finally, in Italy, Juventus saw a massive 15.3 jump in Buzz, followed by SSC Napoli (+8.7), Salernitana (+2.8), Cagliari Calcio (+1.7) and Bologna (+1.5).
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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 Dec. 23, 2021 – Jan. 22, 2022 and Jan. 23 – Feb. 22, 2021. Scores are based on an average daily sample size of 938-979 in Italy, 2,049-2,174 in the UK, 600 – 641 in Spain, 504-566 in France, and 1,246-1,317 in Germany. Daily figures are based on a four-week moving average. Learn more about BrandIndex.
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