June 8th, 2022, Bhavika Bansal
YouGov's monthly analysis of brands that register the highest month-on-month growth in Ad Awareness features Doritos, Home Depot, and Toyota for the month of May 2022. Ad Awareness asks consumers if they have seen an advertisement for the brand in the past two weeks, on which basis which brands are awarded the title of Advertisers Of The Month.
Data from YouGov BrandIndex - which monitors consumer perceptions toward brands daily - shows that popular American tortilla chip brand Doritos saw an increase of 4.3 points in its Ad Awareness score this month. This coincides with the announcement of ‘LIVE From The Upside Down,’ an iconic multidimensional virtual concert and the launch of ‘Doritos 3D Crunch Three Cheese’, a new limited-time-only flavour marking the brand’s recent partnership with Netflix ahead of the Stranger Things Season 4 premiere.
About 39% of US consumers say that they saw an Ad for Home Depot throughout the month, improving the brand’s Ad Awareness Score by 3.7 points. The US based home improvement retailer recently debuted “5.45,” its Spring campaign celebrating the ‘’early risers’’ and “doers.” This campaign also included TV ads featuring real Home Depot customers for the first time.
The Ad Awareness score for Toyota also moved up 3.6 points through the month. In its largest US campaign launch yet, the auto giant recently unveiled the 2022 Toyota Tundra at the start of the Toyota Halftime Report during Super Bowl LVI.
Methodology
YouGov 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 April 26 and May 24, 2022. Learn more about BrandIndex.
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