US Auto Advertiser of the month: Tesla

Tesla registered the most significant increase in Ad Awareness for August 2022 of all the auto brands we track in the US, making it the Auto Advertiser of the Month. According to data from YouGov BrandIndex, which tracks perceptions toward brands daily, the American automotive brand saw an improvement of 1.7 percentage points, going from 10.5 on July 29 to 12.2 on August 16.

Tesla CEO, Elon Musk, has repeatedly said the company does not pay for advertising, so the bump can likely be connected to an anti-Tesla campaign. The ad, which is run by an anti-Tesla advocacy group, is critical of the brand’s self-driving software. Tesla has since contested the ad’s claims.

Despite the negative connotations of the ad, YouGov data reveals that Tesla has seen an uptick in its Consideration score. Americans were more likely to consider purchasing a Tesla car the next time they’re in the market for one (+2 percentage points).

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 US from July 25 and August 24. 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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