YouGov in Brand Impact Partnership

YouGov has teamed up with media impact measurement firm Metricomm, to launch a new media impact assessment tool promising clients accurate and validated data on how press coverage is really affecting the health of their brand.

The new tool combines YouGov's BrandIndex daily tracking data with Metricomm's media analytic system, and should help clients with reputation management, crisis response and brand recovery strategies. The firms say it renders obsolete traditional assumptions about how news volume and sentiment equate to public perceptions.

Metricomm will use YouGov's brand health data to gain a better picture of how audiences engage with news content, identifying which coverage is most likely to be seen and remembered, and quantifying how this coverage impacts a brand's buzz, consideration and impression scores.

Karen Williams (pictured), Client Director at Metricomm says the partnership 'adds significant value to our ability to quantify and explain how, when and why media coverage impacts business performance.' She comments: 'Having worked with a range of brand tracking metrics, we have found that YouGov BrandIndex provides outstanding consumer-centric data. Combining our data with BrandIndex data provides brands with compelling evidence of the important role played by media coverage in the marketing and advertising mix, helping shape consumer opinions, behaviour and purchase decisions.' Will Ullstein, CEO of YouGov UK, says the deal makes use of his firm's data in 'a powerful new way' and 'enables brands...to develop even more sophisticated and effective strategies to manage and enhance their reputation.'

The firms are online at www.yougov.com and www.metricomm.com .