September 27th, 2022, Bhavika Bansal
Car dealer Arnold Clark registered the biggest increase in Ad Awareness for September 2022 among all the automotive 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 independent British car retailer saw an improvement of 2 percentage points, taking its score from 5.7 on August 24 to 7.7 on September 22.
The brand sponsored the mass participation Kiltwalk this summer, an event which attracted 25,000 walkers across Scotland (and raised £7m in donations) and also continued its Team Spirit sports fundraising promotion. But to consumers outside of Scotland, it’s the company’s sponsorship of ITV’s This Morning which may have delivered the most attention.
Earlier this month, the Arnold Clark Innovation Centre, Glasgow, also teamed up with Go Radio for the launch of “The Switch”, a new radio gameshow that offers participants a chance to have their energy bill covered for a year, among other prizes. The contest is slated to run throughout September 2022.
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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 UK adults aged 18+ between August 24 and September 22, 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.