November 13th, 2022, Bhavika Bansal
According to data from YouGov BrandIndex - which monitors consumer perceptions toward brands daily – Purplebricks, Peloton, and Apple iPhone made the biggest gains in Ad Awareness in the UK for October 2022. Ad Awareness asks consumers if they have seen an advertisement for a brand in the previous two weeks, and the difference between a brand’s low and high scores for the month determines our Advertisers of the Month.
YouGov's monthly analysis indicates that Purplebricks saw a rise of 7.6 points in its Ad Awareness score, the highest of all brands for the month. It saw a jump from 17.4% on September 27 to 25% on October 25. Going back to its roots, the online estate agent recently rebooted its popular ‘save yourself from commisery’ campaign. In a bid to inspire and connect with homeowners attempting to avoid commission-based estate agents, the new TV ad satirizes the ''traditional'' estate agent pitch, highlighting how a client's joy of selling their home can quickly turn into 'commisery' - something they can steer clear of by using Purplebricks.
In second place, interactive fitness brand Peloton saw its Ad Awareness score improve by 7.4 percentage points from 8.7% on September 26 to 16.1% on October 21. The brand kicked off its UK Black History Month celebrations with a new artist series dedicated to and featuring influential black artists like FKA Twigs, Kendrick Lamar and Glastonbury headliner Stormzy. Peloton also continued to honour the impact of the Black Community in the UK with special Black History Month celebrations at the Peloton Studios London. The end of the month also saw the release of a series of new 'Guided Scenic classes' which allow Peloton members to take a walk, run and ride through a few of London's most iconic areas like the Hackney Marshes, the Regent's Canal, Notting Hill and more.
Rounding out the top three, Apple iPhone saw its Ad Awareness score improve by 7 percentage points from 20.2% on September 26 to 27.2% on October 21. The end of October saw an iOS update that makes Apple Fitness Plus available to anyone – in the 21 countries where the service is offered - with an iPhone 8 or newer, running on iOS 16.1. The update also enables users to stream their Apple Fitness Plus workouts on any compatible third-party devices using AirPlay.
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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 US adults aged 18+ between September 27 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.