July 6th, 2022, Kineree Shah
In this month’s top improving brand in terms of Ad Awareness, we have Outback Steakhouse ranking first followed by Amazon Prime at number two and iPhone in third place. According to YouGov BrandIndex data, which tracks brand perception on a daily basis, these three brands saw the highest increase in Ad Awareness during this period, making them our Advertisers of the Month. The American restaurant chain recorded a rise of 6.2 percentage points in the past month, to secure the top spot.
Earlier this month, Outback Steakhouse signed eight college baseball and softball athletes to Name, Image, and Likeness (NIL) deals as part of its Outback TeamMATES program. On June 23, to celebrate National Onion Day the brand dropped its limited edition NFT. The brand’s Ad Awareness saw the highest uptick on this day (to 25.5%).
Paid subscription service company Amazon Prime saw a jump of 5.7 percentage points from 31.8% on May 28 to 37.5% on June 15. Its gain in Ad Awareness could be associated with the hype around the upcoming Amazon Prime Day on July 12-13. According to CNBC, there could be a second event later this year.
AAd Awareness for iPhone saw an increase of 5.5 percentage points from 28.2% on May 28 to 33.8% on June 24. The tech giant launched iOS 16 with new features at the Worldwide Developers Conference (WWDC) 2022. It has also been heavily promoting its “data auction” ad, which has been viewed a total of 15m times on YouTube in the past month.
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?” Ad Awareness scores are delivered as a percentage. The data is based on the interviews of US adults aged 18+ between May 27 and June 25, 2022. Learn more about BrandIndex.
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