Always On: Mapping Brand Favorability with MorningConsult.AI

Welcome to Always On. Each week, we’ll dig into a brand or audience trend you need to know about, tapping into Morning Consult Intelligence, our always-on insights platform powered by 15,000 daily surveys across 40+ countries. That means thousands of brands, audience deep dives, and enough fresh data to make your spreadsheets jealous. Sign-up here to get this email sent to you directly every week.

We’re back this week with another round of brand heat maps. These maps come from our AI Chat tool that allows you to map brand metrics geographically in the United States, which can help insight teams get a quick snapshot of how a brand is performing in different markets.

To get a map yourself, just try asking MorningConsult.AI: “Show me a map of [BRAND] favorability by U.S. State.”

Red State, Blue State, Who Rates Fox Great?

Fox News performs better in conservative strongholds in the south like Mississippi, Alabama and Louisiana. It does less well in blue states, like New Hampshire, Maine and Oregon.

Awareness of a Regional Chicken Chain Restaurant

You can really see the power of our brand tracking data when looking at regional brands. Bojangles has a loyal following in the southeast but is mostly unknown outside of those states.

What-a-Map: Where Whataburger’s Fans Are Concentrated

While Whataburger is located in more than a dozen states, they’re all in the south. That has a clear impact on where higher rates of purchasing consideration are concentrated.

Even Well-Known Brands Have Regional Differences

While Nike has fans across the country, its favorability is higher in certain states than in others.

Where Bass Pro Shops Garner the Most Trust

Extra Credit: Other Geographic Data

While there’s a lot of use you can get out of mapping brand metrics, you can get even more specific. Below, I asked MorningConsult.AI for the restaurants that saw the biggest change in purchasing consideration amongst California residents.

Being able to get geo-specific survey data with a few keystrokes is just one of the many use cases of MorningConsult.AI. Give it a spin for yourself here.