October 12th, 2022, Clifton Mark
In September, tech companies Dell, HP and Skype registered the highest increase in Advertising Awareness of all the brands tracked by YouGov in Canada. Ad Awareness is a measure of how many consumers have seen an advertisement for a given brand in the past two weeks.
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According to data from YouGov BrandIndex, which tracks brand perceptions daily, Hewlett-Packard registered the largest spike in ad awareness moving from 18.9% on September 1 to 22.1% on September 10 for a change of 3.2 percentage points. This rise may be linked to HP’s “Work Happy” campaign launched at the beginning of August. The new campaign attempts to position HP as a leader in the world of remote and hybrid work. It features a video commercial which celebrates new norms of work-life balance and flexibility as against traditional office norms.
Dell saw the second-largest rise in Ad Awareness moving from 33.5% on August 26 to 36.5% on September 20. This 3% increase may be related to back-to-school offers aimed at returning students.
Telecommunications company Skype rose 2.9% on this metric to become the last of our top three advertisers this month. Ad awareness for Skype rose from 15.8% on September 2 to 18.7% on September 19.
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Methodology: 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 adults in Canada aged 18+ between August 26 and September 22, 2022. Learn more about BrandIndex.