July 29th, 2022, Janice Fernandes
Mercedes-Benz registered the most significant increase in Ad Awareness for July 2022 of all the auto brands we track in the UK, making it the Auto Advertiser of the Month. According to data from YouGov BrandIndex, which tracks perceptions toward brands daily, the German luxury car brand saw an improvement of 1.6 percentage points, going from 7.2 on June 26 to 8.8 on July 21.
Mercedez-Benz’s strong performance in July may be linked to its recent efforts to promote the all-electric EQE. Earlier this month, the brand released a nearly 10-minute video highlighting the car’s various features. Judging from the strong Ad Awareness results, it has at the very least succeeded in connecting with the audience and lingering in their memories.
Data also reveals that Mercedes-Benz saw its Purchase Intent score rise slightly during the same period (+1.3).
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?” Data from surveys of adults aged 18 years and above residing in UK from June 26 and July 25. 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.
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