US Travel Advertiser of the Month (September): Which brand made it to the top?

September saw Comfort Inn registering the most significant increase in Ad Awareness of all the travel brands we track in the US, making it the Travel Advertiser of the Month. According to data from YouGov BrandIndex, which tracks perceptions toward brands daily, the hotel chain saw an improvement of 2.2 percentage points in its Ad Awareness score, going from 6.6 on August 25 to 8.8 on September 21.

The latest jump in Ad Awareness might be attributed to Comfort Inn’s #ComfortSaysThanks campaign. What started as a way of celebrating the brand’s signature waffles on National Waffle Day has turned into a nationwide giving campaign celebrating hometown heroes.

Judging from the strong Ad Awareness results, it has at the very least, succeeded in connecting with the audience and lingering in their memories. YouGov’s BrandIndex data also reveals that Comfort Inn saw its Buzz score, which tracks if consumers have heard something positive or negative about a brand, increase slightly during the same period (+1.5 percentage point).

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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?” Data from surveys of adults aged 18 years and above residing in US from August 25 and September 21. 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.