US Automotive Advertiser of the Month: Toyota

Toyota is the US Automotive Advertiser of the Month for February 2022, according to data from YouGov BrandIndex, which tracks perceptions toward brands daily. The Ad Awareness scores, which measure whether consumers have seen an ad for a car brand in the previous two weeks, registered an uplift of 2.2 percentage points for Toyota, going from 27.6 to 29.8 between February 1 and 28.

At the Super Bowl LVI, the carmaker released its latest ad, ‘Brothers’, as part of the ‘Start Your Impossible’ campaign for the Beijing Paralympics. The commercial features Paralympic gold medalists, Brian and Robin McKeever, and spotlights the brothers’ determination, journey, and the power of sport.

The second halftime commercial at the big game, titled 'The Joneses’, showcases the all-new Tundra and features Tommy Lee Jones, Leslie Jones, Rashida Jones and Nick Jonas. The ad has them racing on an off-road expedition through the mud, snow and mountains in a thrilling race.

The data also reveals that Toyota saw its Purchase Intent score, which tracks which brands consumers would be most likely to purchase, grow during the same period. Its score rose from 13% to 14.7% (+1.7 percentage points), indicating the brand may have succeeded in capturing new customers.

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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 US adults aged 18+ between February 1 and 28, 2022. Learn more about BrandIndex.