UK Automotive Advertiser of the Month: Kia

Kia registered the biggest increase in Ad Awareness for February 2022 of all the auto brands we track in the UK, making it the Auto Advertiser of the Month. According to data from YouGov BrandIndex, which tracks perceptions toward brands on a daily basis, the South Korean carmaker saw an improvement of 1.5 percentage points, going from 16.3 to 17.8 between February 1 and 28.

The brand redesigned the iconic Kia Sportage in 2021, and the fifth generation also welcomed a hybrid variant to the line-up. The 30-second TV spot launched in February 2022 depicts the car driven in an urban setting with hybrid-electric technology.

YouGov’s BrandIndex data also reveals that Kia saw its Buzz score, which tracks if consumers have heard something positive or negative about a brand, grow during the same period. Its score rose from 3.3% to 4.4% (+1.1 percentage points), indicating that the share of positive discussions around the brand also increased during this period.

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Methodology: BrandIndex collects data on thousands of brands every day. A brand’s Ad Awareness score is based on the question: “Which of the following consumer brands have you seen an advertisement for in the past two weeks?” and delivered as a percentage. The data is based on the interviews of British adults aged 18+ between February 1 and 28, 2022. Learn more about BrandIndex.