July 15th, 2022, Bhavika Bansal
According to data from YouGov BrandIndex - which monitors consumer perceptions toward brands daily – Expedia, Trivago, and IKEA registered the highest spikes in Ad Awareness in Canada for the month of June 2022. Ad Awareness asks consumers if they have seen an advertisement for the brand in the past two weeks, and the difference between low and high scores for the month determine our Advertisers of the Month.
YouGov's monthly analysis indicates that leading online travel agency Expedia, recorded a rise of 6.4 points in its Ad Awareness Score, the highest for the month. It saw a jump from 22.4% on June 1 to 28.8% on June 29. The start of the Canadian summer holiday season accompanied by relaxed restrictions and increasing travel demand - both internationally and domestically – will have contributed to this rise.
Trivago, the German based, transnational transport and hotel search engine, saw a growth of 5.5 percentage points in its Ad Awareness score through the month. It recorded a rise from a minimum score of 22.1% on June 1 to a maximum score of 27.6% on June 30.
In third place, Swedish furniture giant IKEA saw a rise of 4.9 points, from 14.7% on June 4 to 19.6% on June 30. A series of quirky billboard ads ahead of Quebec Moving Day on July 1, an OOH campaign supporting the launch of its newest concept store in Toronto and the launch of the "Rally Table"- a platform to amplify the voices of the Canadian 2SLGBTQ+ community - may all have contributed to this jump.
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 Canada adults aged 18+ between June 1 and June 30, 2022. Ad Awareness scores are based on a four-week moving average. The change in scores for each brand is calculated by taking the difference between the highest and lowest scoring days within the period. Learn more about BrandIndex.
Discover more agencies content here
Want to run your own research? Start building a survey now