October 31st, 2022, Clifton Mark
In October, Door Dash, Uber Eats and Canadian Tire showed the largest increases in Advertising Awareness among all brands tracked by YouGov BrandIndex in Canada. Ad Awareness is a measure of the proportion of consumers have seen an advertisement for a given brand in the past two weeks.
According to data from BrandIndex, which tracks brand perceptions daily, Door Dash moved from 24.9% to 30.4% Ad Awareness. This rise may be related to the company’s recent partnership with Loblaws, Canada’s largest retail network. Canadians can now order products from over 1100 Loblaws banner stores directly on the DoorDash Marketplace app.
The second-highest spike in Ad Awareness this month came from another online delivery giant. Ad awareness for Uber Eats rose from 23.9% to 28.8%. In October, Uber Eats announced a partnership with online marijuana marketplace Leafly to deliver cannabis products directly to customers, which may be related to the bump in Ad Awareness.
Canadian Tire also showed a surge in Ad Awareness, moving from 36.7% to 41% for a total gain of 4.3 percentage points. The department store celebrated its 100th anniversary in late September with a nation-wide scavenger hunt for $100 Canadian Tire bills. The novelty currency can be used to purchase items in shop locations. Growth in Ad Awareness might also be linked to the Halloween season as the store is a popular source of seasonal decorations.
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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 Canada from September 26 and October 25, 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.
Photo by Kai Pilger on Unsplash