UK Finance Advertiser of the Month: Saga

Saga is the Finance Advertiser of the Month in the UK after registering a 2.5-point increase in its Ad Awareness score, which measures whether consumers have seen advertisement of a brand in the prior two weeks, during the month of November.

YouGov’s Advertiser of the Month highlights the brand that makes the biggest improvement in Ad Awareness – YouGov’s measure of how many consumers saw an ad for a brand – month-over-month.

As part of its latest campaign ‘Experience is Everything’, the financial services released commercials starring actor Nicholas Farrell. Before the commercials went on air, Saga also organised an event launching the campaign, which primarily aims at making consumers think of aging in a positive light.

During the same period, Saga’s Buzz score, which measures if consumers have heard something positive or negative about a brand also saw a 1.3-point rise – from 0.5 on October 25 to 1.8 on November 26.

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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Mercedes-Benz’s Ad Awareness score is based on the question: Which of the following brands or providers have you seen an advertisement for in the past two weeks? Scores are based on an average daily sample size of 2281 UK adults between October 26 and November 25. Figures are based on a 4-week moving average. Learn more about YouGov BrandIndex.