May 27th, 2022, Christien Pheby
The UK Automotive Advertiser of the Month for April 2022 is Cinch, the online used car retailer and financer. With Ad Awareness scores, which measure whether consumers have seen an advertisement for a brand in the previous two weeks, rising from 21.9 to 24.7 (+2.8) between the beginning and end of May, it saw a greater increase in this metric than any other automotive brand in our database.
Cinch has been ramping up its advertising efforts of late, with campaigns featuring TV’s Rylan Clark and celebrity chef Gino D’Acampo. But awareness of the brand’s advertising may have also increased due to an ongoing sponsorship row between the Scottish Professional Football League and Rangers. The Glasgow-based club has argued that it does not have to highlight any of Cinch’s advertising thanks to a contractual conflict of interest, and has gone as far as taping over Cinch branding in post-match interviews.
If the aim was to reduce awareness of Cinch’s advertising, our data shows that it clearly has not worked.