Brand health metrics for the National Lottery brand
The National Lottery is a national asset and as such, it is important that the health of the National Lottery brand is maintained. YouGov’s BrandIndex is a daily brand tracking tool which takes into account six metrics (Impression, Quality Value, Satisfaction, Recommend, Reputation). The Index score can range from -100 to 100. It is compiled by subtracting negative feedback from positive feedback and taking an average across all six brand health metrics. A score of zero would mean equal positive and negative feedback.
The aim of our regulation is to help contribute to a net positive score for the National Lottery brand.
Brand Health metrics
|Data Definition||April 2019 to March 2020||April 2020 to March 2021||April 2021 to March 2022|
|Brand Health Index||5.4||9.1||9.2|
Note: Data is nationally representative.