US Automotive Advert of the month: Ford

Ford won YouGov Automobile Advert of the Month in the US with Ad Awareness scores increasing by two points in June.

Ad Awareness scores in YouGov BrandIndex provide an insight into the consumers who have seen an ad from a specific brand. The iconic American car-maker was at an Ad Awareness score of 30.4 at the end of May and it was able to increase the awareness through the course of June.

Ford has released several adverts in the past couple of months, but the ad campaign around the all-electric F-150 Lightning appears to have made a significant impact on Ad Awaraness. A four-minute spot for F150 Lightining vehicle has attracted 1.2 million views on YouTube alone, since its launch on May 20. The clip displays dramatic shots of the pick-up truck being driven through a variety of terrains with a powerful voice-over highlighting its salient and innovative features.

Ford’s Ad Awareness score increased 4.7 points from the date of the ad’s YouTube release to hit 32.6 on June 2. The score dipped to 29.4 in the middle of the month before picking up and scaling past the 32-point mark again.

During the same period, Ford’s Purchase Consideration score – which is a measure of the portion of consumers who might consider buying from a particular brand when they are next in the market – has also increased significantly, from 24.6 on May 1 to 28.3 on June 27.

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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Ford’s Ad Awareness score is based on the question, “Which of the following car makers have you seen an advertisement for in the past two weeks?” and delivered as percentage. Scores are based on an average daily sample size of 1,065 UK adults from May 1 – June 27, 2021. Figures are based on a 2-week moving average. Learn more about BrandIndex.