Annual Report Derived from 20K Consumers Ranks Amazon, Google, and YouTube at the Top As Loyalty, Trust and Identity Prove Key to Brand Resilience

Culver City, Calif. — June 11, 2025 — MarketCast, the leading marketing research firm helping brands maximize their advertising impact and amplify brand fandom, today launched the results of its 2025 Brand Fandom 50, a sweeping study of over 20,000 U.S. adults and nearly 300 brands over three years. The research reveals an unprecedented look into the brands that spark deep emotional connection with consumers, and how that fandom translates into business resilience and lasting customer loyalty.

Amazon, Google, YouTube, Apple and Walmart lead this year’s Fandom 50, standing out for how seamlessly they’ve integrated into Americans’ lives across shopping, entertainment and utility.

“The strongest brands today aren’t just seen or heard; they’re felt,” said Ed Trujillo, SVP of Brand Solutions at MarketCast. “Our research shows that the top-performing brands have become part of the fabric of consumers’ lives. Whether it’s through everyday utility, emotional resonance, or cultural relevance, these brands have embedded themselves in routines, conversations and communities. That’s the hallmark of true brand fandom—when a brand stops being a choice and starts being a constant.”

For the third year of the study, MarketCast studied 162 brands across 21 categories, zooming in on the power of Brand Fandom to drive purchase decisions and its influence on bottom-line business health.

Key Findings Include:

• Daily Touchpoints Drive Devotion: Top-ranked brands like Amazon (#1) and Apple (#4) win not just for their products, but for being everywhere—from retail and delivery to devices and entertainment, they are embedded into consumers’ daily lives.
• Fandom Equals Business Health: Even amid market pressures, brands with high fandom scores outperform peers on purchase intent, emotional connection, and long-term brand resilience. In fact, two-thirds of brands MarketCast studied experienced revenue shifts in sync with Brand Fandom.
• Love Doesn’t Always Mean Trust: Tech brands score high on affection, but some fall short on trust. Amazon is a rare exception—ranking #1 in Fandom with 82% Overall Love and 74% Overall Trust ratings.
• Fandom Can Be Cross-Generational: Chick-fil-A defies demographics, ranking in the Top 50 across every age and income group.
• Retail Preferences Shift by Income: While Walmart ranks #5 overall, high-income households prefer Costco and The Home Depot, showcasing how perceptions of value evolve with spending power.
• Nostalgia, Joy, and Style Still Matter: Oreo (#4 for Fandom among 35-49 year olds with an 83% Overall Love rating), Nintendo (#16 for Fandom among Gen Z with an 82% Overall Love rating), and Levi’s (#5 for Fandom among Gen Z and Millennials) prove that emotional resonance and timeless appeal still capture hearts and dollars.

Top 10 Brands by Fandom in 2025 (All Demographics):

1. Amazon
2. Google
3. YouTube
4. Apple
5. Walmart
6. Netflix
7. Coca-Cola
8. Visa
9. Levi’s
10. Samsung

“Brands that build fandom aren’t just loved, they’re resilient,” added Trujillo. “They can better withstand economic shifts, price pressure and rising competition because their fans stick with them through it all. In today’s state of economic uncertainty, this has never been more important for brands.”

The 2025 Brand Fandom 50 was powered by MarketCast’s Brand Tracking Plus solution, the first measurement framework designed to quantify and diagnose fandom as a driver of brand strength, equity and growth.

For the full Top 50 list and deep dive insights, visit https://marketcast.com/brand-fandom-2025/.

MarketCast Taps Internal Leaders to Shape What’s Next for Brands Looking to Maximize the Impact of their Advertising

CULVER CITY, Calif. – May 1, 2025 – MarketCast, a leading technology and data-enabled market research and analytics firm, announced today that seasoned industry leaders Amy Fenton and Paul Forgue have been appointed Co-Presidents to lead the company into its next chapter. Together, they will focus on accelerating MarketCast’s product innovation and delivering faster, smarter, AI-powered research solutions to clients, including some of the world’s top brands and advertisers.

Fenton, a well-established authority in advertising and brand research, has been instrumental in MarketCast’s transformation since stepping in as Chief Analytics and Operations Officer in 2022. With a track record for execution, Fenton has helped elevate how MarketCast delivers research insights and value to its clients. Prior to MarketCast, she held senior leadership roles at Nielsen, Kantar, and IPSOS, and currently sits on the board of the Advertising Research Foundation (ARF).

For his part, Forgue, who joined MarketCast as Chief Financial Officer in 2024, brings deep financial expertise, operational excellence and a strong track record growing businesses across multiple industries. During his tenure at MarketCast, Forgue has driven efforts to modernize the company’s business intelligence systems, improve operational efficiency, and support the business through a period of transformative growth.

“Amy and Paul bring the ideal mix of technology and advertising expertise, financial acumen, and leadership to guide MarketCast’s next chapter,” said Ahmed Wahla, Partner with Kohlberg, MarketCast’s lead financial investor. “Together, they’ll accelerate our technology roadmap, delivering data-driven solutions that help our clients thrive and win in a rapidly evolving, and often complicated media landscape.”

MarketCast has evolved over the past few years from a boutique custom research firm into a leading technology and data-enabled insights and analytics company. Today, MarketCast provides AI-powered advertising research to more than 80 percent of the top U.S. advertisers. Its Brand Effect platform is the gold standard for measuring ad breakthrough, while its brand research and data science capabilities are trusted by the world’s most influential marketers to guide creative, media, and brand strategy.

Familiar characters from Liberty Mutual, Allstate and Progressive were standouts for their consistent brand cues, humor and likability according to MarketCast’s data

Culver City, Calif. – March 31, 2025 — MarketCast, a global marketing research firm, has released its latest insights into the performance of U.S. insurance brand mascots in advertising. The findings, derived from MarketCast Brand Effect platform that surveys 20,000 real audiences daily, showcase which iconic characters are breaking through and driving brand and message recall among viewers from January 2024 to February 2025.

Liberty Mutual’s LiMu Emu and Doug Take the Top Spot: Liberty Mutual’s dynamic duo, LiMu Emu and Doug, emerged as the leading insurance mascots in Ad Breakthrough, Messaging, and Branding categories. Their consistent use of recognizable brand cues—including the bold yellow visuals, the Statue of Liberty imagery, and the catchy “Liberty, Liberty, Liberty” jingle—ensures that Liberty Mutual remains top of mind for audiences.

Allstate’s Mayhem Reigns in Likeability and Memorability: Allstate’s Mayhem continues to captivate audiences with its signature mix of chaos and humor, ranking first in both Ad Likeability and Most Memorable Ads. The character’s unpredictable storylines and rebellious personality set it apart, proving that a touch of destruction can make an ad unforgettable.

Progressive’s Character Lineup Delivers Strong Brand Recall: Progressive’s long-standing mascot, Flo, secured a high rank in Message Recall, second only to Mayhem. Meanwhile, Jamie solidified his rising star status, tying with Flo in Ad Breakthrough but outperforming her in Branding. Dr. Rick, known for his humorous “parent-life” lessons, landed third in Likeability, though brand attribution remains a challenge for his ads.

"Being fun or likable isn’t enough when it comes to having truly effective advertising for these brands," said Amy Fenton, Chief Operations and Creative Officer, MarketCast. "Our research shows that the most successful insurance campaigns have strong brand identity queues with clear, memorable messaging. They strike a delicate balance—making us laugh while ensuring we remember who the ad is for and what the main message is."

Top Insurance Mascot Winners by Category:

• Ad Breakthrough (Remember both Ad and Brand correctly):
  • Liberty Mutual – LiMu Emu (+9% above norm)
  • Allstate – Mayhem (+4% above norm)
  • Progressive – Flo & Jamie (both +3% above norm)

• Ad Recall (Remember the Ad correctly):
  • Allstate – Mayhem (+5% above norm)
  • GEICO – Gecko (+3% above norm)
  • Progressive – Dr. Rick (+2% above norm)
  • Liberty Mutual – LiMu Emu (+2% above norm)

• Branding (Attribute the Ad to the Correct Brand):
  • Liberty Mutual – LiMu Emu (+18% above norm)
  • Progressive – Jamie (+8% above norm)
  • Progressive – Flo (+6% above norm)

• Messaging (Recall the Main Message of the Ad):
  • Liberty Mutual – LiMu Emu (+16% above norm)
  • Progressive – Flo (+8% above norm)
  • Allstate – Mayhem (+7% above norm)

• Likeability (Like the Ad):
  • Allstate – Mayhem (+8% above norm)
  • Progressive – Dr. Rick (+4% above norm)
  • Liberty Mutual – LiMu Emu (+1% above norm)

MarketCast’s latest findings highlight the power of well-crafted branding and storytelling in insurance advertising. By leveraging familiar mascots and reinforcing brand identity through strategic cues, brands can ensure lasting audience impact. To learn more about MarketCast and its Brand Effect measurement, visit www.marketcast.com.

Media Contacts
Graham McKenna
MarketCast
Graham.McKenna@MarketCast.com