December 2nd, 2022, Bhavika Bansal
According to data from YouGov BrandIndex - which monitors consumer perceptions toward brands daily – retail and supermarket chains took over all top three spots for increases in Ad Awareness in the run-up to Christmas. John Lewis, Marks & Spencer, and Asda made the biggest gains in Ad Awareness in the UK for the month of November 2022. Ad Awareness asks consumers if they have seen an advertisement for the brand in the past 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 John Lewis secured the top spot with a rise of 15.3 points in its Ad Awareness score this month. It jumped from 12.7% on November 4 to 28% on November 25. Known for its imaginative and creative Christmas adverts, retail giant John Lewis takes a more sentimental route this year and tells the tale of a family waiting to welcome a teenager in foster care with its 2022 Christmas advert, "The Beginner". Sending a powerful message about the importance of children's social care, the ad also announces the brand's partnership with care- experienced young people and children's charities Action for Children and Who Cares? Scotland. A part of the larger Building Happier Futures programme this partnership will work to raise awareness about the UK's foster care system, and support Action for Children's efforts to help care-experienced young adults directly through employability support, donations, decorations and more
In second place, the British multinational retail giant Marks & Spencer saw its Ad Awareness score improve by 10.7 percentage points. Its score rose from a minimum of 26% on October 27 to a maximum of 36.7% on November 25. Set against the vocals of Grammy-winning artist Harry Styles’ “Treat People with Kindness,” Marks and Spencer’s 2022 clothing and home Christmas advert captures the holiday spirit of giving and kindness. “Gifts that give” highlights the retailer's announcement of providing a one-off donation of £1m to 1,000 local community groups in partnership with the community impact and giving platform Neighbourly.
Rounding up the top three Advertisers of the Month for November 2022 is Asda. The supermarket brand saw its Ad Awareness score move up 9.6 points, from 21.8% on November 2 to 31.4% on November 25. Early this November, the British supermarket chain released “Have your Elf a Merry Christmas,” one of the most popular Christmas adverts of the 2022 holiday season so far. The ad which features Buddy the Elf, uses original footage and lines from the iconic Christmas film, and was followed by a behind-the-scenes video.
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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 the UK from October 26 to November 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.