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There’s a new leader atop the US brand advocacy rankings and it’s not Amazon. This year Band-Aid moves to the top of YouGov’s latest annual rankings as the most likely to be recommended by its customers from a list of 1,630 brands. Band-Aid moved up from the #2 spot in last year’s rankings, overtaking USAA, which fell to the third spot this year.

The Advocacy Rankings measure customers’ likelihood to recommend 1,630 major brands. Scores are determined by asking respondents if they would recommend a brand to a friend or colleague or would tell a friend or colleague to avoid the brand. The results are then filtered for adults 18 and older who are customers of the brand. These scores can range from -100 to 100, with a 0 score indicating a neutral position.

With a high score of 74.2, Band-Aid is the clear leader of the pack. Indeed, Netflix, the second-ranked brand with a score of 71.7, is closer to the 8th-ranked brand than to Band-Aid.

Recent research from YouGov put Band-Aid at the top of its brand health rankings, which combine consumer perceptions of a brand’s quality, value, satisfaction, and reputation, along with impressions of the brand and propensity to recommend it. Data from Engagement Labs also finds that teens are talking about Band-Aid more than they were 5 years ago, and that the brand is the second-ranking among mothers in the US.

Meanwhile, the second-ranked brand by customer advocacy, Netflix (up from #5 last year) has also been earning its share of accolades this year. As the second-fastest growing brand by value this year, Netflix has the best word-of-mouth among Millennials and is the 4th-leading brand by customer loyalty.

Netflix (brand advocacy score of 71.7) edged USAA (71.5), which was in the top spot last year and has separately been found to be the most trusted brand in the US.

Rounding out the top 5 in the advocacy rankings are John Deere (70.6) and Wegman’s (70.5). Just outside the top 5 is Amazon.com (69.8), with a rare drop in the rankings from the third spot last year.

Finally, UBS emerged as the most-improved brand by advocacy score, up 10.1 points year-over-year to a score of 35.8. Samsung was a notable name in the top 10 improvers, with a 7.1-point gain to 64.2.

The full rankings can be found here.

About the Data: Rankings data was collected between November 1, 2017 and October 31, 2018, and Improvers data was collected between November 1, 2016 and October 31, 2018. All brands must have a minimum customer sample size of 200 and have been tracked for at least 6 months to be included in the rankings and at least 6 months in the prior year’s period (as well as being currently tracked) to be included among improvers.

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