Canada September Advertisers of the Month: Dell, HP, Skype

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.