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SO4 Optimise returns to the National Lottery

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 minus 100 to 100. It is compiled by subtracting negative responses from positive responses 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

Brand Health metrics.
Data definition April 2019 to March 2020 April 2020 to March 2021 April 2021 to March 2022 April 2022 to March 2023
Brand Health Index 5.4 9.1 9.2 8.9


Data is nationally representative.

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