September 7th, 2022, Bhavika Bansal
According to data from YouGov BrandIndex - which monitors consumer perceptions toward brands daily – Bell Canada, Rogers, and TikTok made the biggest gains in Ad Awareness in Canada for August 2022. Ad Awareness asks consumers if they have seen an advertisement for the brand in the previous two weeks, and the difference between a brand’s low and high scores for the month determines our Advertisers of the Month.
YouGov's monthly analysis indicates that Bell Canada recorded a rise of 7.3 points in its Ad Awareness score, the highest of all brands for the month. It saw a jump from 31.4% on July 26 to 38.7% on August 22. Recently, Canada Skateboard announced a multi-year partnership with Bell Canada. This new partnership will focus on supporting Canada's National Skateboard Team on the road to the 2024 Olympic Games, community investments, and 'SheCanSk8' - a program to increase gender-diverse skateboarding participation across Canadian communities.
In second place, Rogers, saw an improvement of 4.8 percentage points in its Ad Awareness score. Its score rose from a minimum of 25% on July 27 to a maximum of 29.8% on August 22. In a similar move to Bell’s, Rogers Communications just re-affirmed its commitment to Canadian tennis by announcing a partnership with Tennis Canada and Bianca Andreescu to build more than 160 new year-round tennis courts across Canada.
Rounding up the top three Advertisers of the Month for August 2022, TikTok, saw its Ad Awareness score move up 4.6 points, from 16.1% on August 1 to 20.7% on August 18. TikTok recently announced its second outing as the OSHEAGA Music and Arts Festival's exclusive livestreaming partner. The brand is also partnering with the Toronto International Film Festival for the first time. As part of this partnership, the 47th edition of TIFF along with TikTok's #EffectHouse will launch a #FutureOfFilmmaking Challenge.
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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 US adults aged 18+ between June 26 and July 24, 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.