BLOG | by YouGov Sport

European football’s biggest Buzz movers for November 2021

As we near the halfway point in pro football in Europe, many clubs are seeing an increase in brand health, particularly in Spain.

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.

This month, we see modest Buzz-score increases in the United Kingdom, with West Ham United (+4.7) posting the largest hike in the market – a reward for the success the club has enjoyed under manager David Moyes. Chelsea (+3.8), Liverpool (+2), Real Madrid (+1.9) and Patrick Vieira’s Crystal Palace (+1.7) also made notable movements this month.

In Spain, we see substantial score increases. FC Barcelona (+12.7) made a massive leap this month after Xavier Hernández Creus (Xavi) joined the club in early November as manager, replacing Ronald Koeman. The team’s Buzz score still sits just below the zero mark, however, indicating negative Buzz still outweighs positive for now. Real Madrid (+7.5), Real Sociedad (+3.4), Getafe CF (+3.1) and Cádiz CF (+2.7) make up the remaining clubs with the biggest Buzz increase in Spain.

In Germany, again we see modest increases, though it’s clear the moves by FC Barcelona (+3.6) made waves in Deutschland. Borussia Mönchengladbach (+3.4), Real Madrid (+2.6), VfL Bochum (+2) and Hertha BSC (+1.7) all made movements in November.

In France, LOSC Lille (+3), OGC Nice (+2.6), FC Girondins Bordeaux (+2.5), Chelsea (+2.4) and RB Leipzig (+2.3) made the biggest Buzz moves this month.

AC Milan (+5.9), who remain in the Champions League race after a win over Madrid, clocked the highest increase in Buzz in Italy. The club leads other improvers in Italy, including Hellas Verona F.C.(+4.7), Arsenal F.C. (+3.5), U.S. Sassuolo (+3), and ACF Fiorentina (+3). Sassuolo secured a surprise win against Juventus in late October, which will have nudged the club upwards in both Serie A and our league table.

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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 Sept. 24 – Oct. 22, 2021 and Oct. 22 – Nov. 24, 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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