--- title: "March Madness: Brand Edition | Trendlines by Gradient" description: With the NCAA on hiatus, it looks like online shopping is our new March Madness. Let’s see how the top brands match up against each other. image: https://www.gradientmetrics.com/hubfs/md_population_neg.png --- ![](https://www.gradientmetrics.com/hs-fs/hubfs/md_population_neg.png?width=300&name=md_population_neg.png) [Kyle Block](https://www.gradientmetrics.com/trendlines/author/kyle-block)2020/03/261 min read # March Madness: Brand Edition [Previous ](https://www.gradientmetrics.com/trendlines/coronavirus-the-crown-jewel-of-confusion) [Next ](https://www.gradientmetrics.com/trendlines/fox-news-hoax)   America is a nation of (currently homebound) shoppers. With the NCAA on hiatus, it looks like online shopping is our new March Madness. Let’s see how the top brands match up against each other.   ![md_population_neg](https://www.gradientmetrics.com/hs-fs/hubfs/md_population_neg.png?width=800&name=md_population_neg.png) ---   The tournament uses a [MaxDiff experiment](https://services.gradientmetrics.com/en/articles/3220521-maxdiff-experiments) (we love [these](https://www.gradientmetrics.com/trendlines/trust-issues) btw) where survey respondents select the brands they like the **most** and the **least** among the 75 largest brands.    Amazon is the number one seed and expected favorite to win the Big Dance, likely sharing the Final Four stage with two other tech firms — Netflix and Google — and a retail powerhouse, Walmart. YouTube and Paypal are also expected to rep the Big Tech conference all the way to the Elite Eight.    The Big 4 Accounting conference does not make it far in many Americans’ brackets with Deloitte and PwC (and don’t forget about Accenture) rounding out the least admired common brands.     Yes, Millennials have killed off scores of consumer categories (although bar soap may make a comeback this year) — but streaming media is not one of them. **In fact, Americans aged 18-30 admire Netflix and YouTube even more than Amazon**.    There won’t be a Cinderella story for big tobacco this March; Marlboro is the least admired brand among every segment of Americans.    **Curious how consumers view your business or industry amid the COVID-19 outbreak? Reach out to us **[**here**](https://www.gradientmetrics.com/#contacts) **or just reply to this email to start a conversation. ** ![avatar](https://www.gradientmetrics.com/hs-fs/hubfs/Landing%20Page/team_photos/gradient-kyle.png?width=290&name=gradient-kyle.png) [Kyle Block ](https://www.gradientmetrics.com/trendlines/author/kyle-block)Kyle is a global market researcher who studies behavior using a wide range of methodologies. He has designed hundreds of population and consumer studies in more than three dozen international markets, and his work has influenced global ad campaigns in emerging markets. An aficionado of maps and spatial data, Kyle holds a master’s in Spatial Analytics from the University of Pennsylvania and studied International Relations and Spanish at Claremont McKenna College. [mailto:kyle@gradientmetrics.com](mailto:kyle@gradientmetrics.com) ## RELATED ARTICLES ```json { "@context" : "https://schema.org", "@type" : "Organization", "address" : { "@type" : "PostalAddress", "addressCountry" : "", "addressLocality" : "Brooklyn", "addressRegion" : "New York", "postalCode" : "NY 11249", "streetAddress" : "325 Kent Avenue" }, "email" : "hello@power.com", "knowsLanguage" : "en", "logo" : { "@type" : "ImageObject", "url" : "https://www.gradientmetrics.com/hubfs/branding/default/gradient_default_black.png" }, "name" : "Gradient Metrics", "telephone" : "+49 (0) 89 123 456", "url" : "https://www.gradientmetrics.com/trendlines/march-madness-brand-edition" } ``` ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "abstract" : "With the NCAA on hiatus, it looks like online shopping is our new March Madness. Let’s see how the top brands match up against each other.", "author" : { "@type" : "Person", "name" : "Kyle Block" }, "dateModified" : "July 19, 2022 6 PM", "datePublished" : "March 26, 2020 9 AM", "headline" : "March Madness: Brand Edition", "image" : "https://www.gradientmetrics.com/hubfs/md_population_neg.png", "inLanguage" : "en", "keywords" : "[Consumers, Brands]", "mainEntityOfPage" : { "@type" : "WebPage" }, "name" : "March Madness: Brand Edition", "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.gradientmetrics.com/hubfs/branding/default/gradient_default_black.png" }, "name" : "Gradient Metrics" }, "text" : "America is a nation of (currently homebound) shoppers. With the NCAA on hiatus, it looks like online shopping is our new March Madness. Let’s see how the top brands match up against each other. The tournament uses a MaxDiff experiment (we love these btw) where survey respondents select the brands they like the most and the least among the 75 largest brands. Amazon is the number one seed and expected favorite to win the Big Dance, likely sharing the Final Four stage with two other tech firms — Netflix and Google — and a retail powerhouse, Walmart. YouTube and Paypal are also expected to rep the Big Tech conference all the way to the Elite Eight. The Big 4 Accounting conference does not make it far in many Americans’ brackets with Deloitte and PwC (and don’t forget about Accenture) rounding out the least admired common brands. Yes, Millennials have killed off scores of consumer categories (although bar soap may make a comeback this year) — but streaming media is not one of them. In fact, Americans aged 18-30 admire Netflix and YouTube even more than Amazon. There won’t be a Cinderella story for big tobacco this March; Marlboro is the least admired brand among every segment of Americans. Curious how consumers view your business or industry amid the COVID-19 outbreak? Reach out to us here or just reply to this email to start a conversation.", "url" : "https://www.gradientmetrics.com/trendlines/march-madness-brand-edition", "wordCount" : "369" } ```