August 11th, 2022, Shinmin Bali
Tesco is currently reviewing its media planning and buying account. WPP’s MediaCom has been the retailer’s media agency since its appointment in 2015 and the association between the two companies has been fruitful, with them winning an IPA Effectiveness Gold award and a Grand Prix in 2020.
But how has Tesco’s perception among the public changed during the past seven years?
According to YouGov BrandIndex – which tracks consumer sentiment towards thousands of brands daily – Tesco's brand health has grown consistently since 2015. The retailer’s Index metric – which is an overall measure of brand health, made up of General Impression, Customer Satisfaction, Quality, Value, Corporate Reputation and Recommendation – has grown from a net score of 8.0 when MediaCom was appointed in 2015 to 27.9 by the end of July 2022.
The retailer’s perception in key areas has also improved notably over time. Tesco’s Quality metric – which measures whether the brand represents poor or good quality – grew from 11.6 to 29.6 between April 2015 and July 2022. Similarly, its Value score – which measures whether the brand represents poor or good value for customers’ money –increased from 5.5 to 22.4 over the same period.
Of course, its advertising is only one of the things moving these metrics. However, whoever is invited to pitch for the Tesco account will have a solid base to build upon.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Tesco’s Index net score is based on the average of General Impression, Customer Satisfaction, Quality, Value, Corporate Reputation, Recommendation scores. The Index, Quality and Value net scores are all based on an average daily sample size of 2,656 UK adults between April 29, 2015 to July 31, 2022 and delivered as net scores between –100 and +100. Figures are based on a four-week moving average. Learn more about BrandIndex.