October 7th, 2021, Rishad Dsouza
Qantas is Australia’s Advertiser of the Month in September, having registered an 8.2 percentage point increase in its Ad Awareness scores in just a month.
The Advertiser of the Month title is awarded to the brand that registers the highest uptick in Ad Awareness scores in a month.
This significant uptick in the airline brand’s YouGov BrandIndex Ad Awareness scores comes on the back of an advert that appeals to the sentiments of travel-starved Australians, who have had to endure rigorous pandemic-enforced lockdowns. The 90-second spot, which was released late August and has garnered over 450,000 views on YouTube, highlights the stories of various people as they plan for international travel once more.
Qantas’ Ad Awareness score rose from 22.6 on August 24 to 30.8 on September 23.
The Australian government recently declared that fully vaccinated people would be permitted to travel internationally starting in November. Accordingly, Qantas have brought forward the reopening of some of their popular international routes from December to November.
The airlines’ website is reported to have registered a three-fold increase in searches for international flights in September, demonstrating the extent of pent-up demand among Aussies.
Qantas has also registered significant growth in its Buzz score, which gauges if consumers have heard something positive or negative about a brand, rising from 9.2 on August 24 to 17.2 on September 23.
Methodology: YouGov BrandIndex collects data on thousands of brands every day. Qantas’ Ad Awareness score is based on the question: Which of the following Travel and Leisure brands have you seen an advertisement for in the past two weeks? The score is delivered as a percentage. Scores are based on an average daily sample size of 1,009 Australian adults between August 24 to September 23. Figures are based on a 4-week moving average. Learn more about BrandIndex.