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DirecTV Seizes Golden Opportunity

Whether you loved it or hated it, DirecTV's latest ad featuring an over-the-top Russian billionaire got consumers buzzing about the brand. The satellite service provider had hoped to win over the male demographic by pitching them premium movie channels, and it succeeded, according to market research firm YouGov.

The Brandweek BrandIndex Report by YouGov is a weekly consumer perception report that analyzes the most talked about brands based on buzz: The scores are based on weighing positive and negative perceptions of a brand. A +100 score is positive, a -100 score is negative, and a rating of zero means that the score is neutral.

YouGov interviews 5,000 people each weekday from a representative U.S. population sample. Respondents are drawn from an online panel of 1.5 million individuals.

DirecTV's 'Rich Russian' Gets Message Across
In a not-so-subtle pitch to men, DirecTV recently launched a campaign, via Grey, New York, to promote its premium movie channels. The memorable TV ad features a Russian billionaire who's surrounded by gold and gorgeous models, and who keeps a tiny giraffe as a pet (because he's that rich). The wealthy comrade proclaims: "I like the best [but] I also like savings the money.” That's why he likes DirecTV—the five free months of premium channels he gets.

Men 18-34 have jumped on that bandwagon too. DirecTV’s buzz score has soared from 5.7 since the beginning of July to 26.1 on July 28. It took a slight dip for a few days, but went back up again when the campaign kicked in. DirecTV’s current buzz score is 32.1, making it one of the ten highest score gainers last month.

That commercial rox, i love the part with the little giraffe, and the woman with the plunging neck line too