January 9th, 2023, Clifton Mark
TD-Canada Trust, Capital One and PC Financial are Canada’s finance Advertisers of the Month for December. This means that they showed the largest increase in Ad Awareness for the month of all the finance brands we track. Ad Awareness, tracked by YouGov BrandIndex, is a measure of the proportion of consumers that have seen an advertisement for a given brand in the past two weeks.
TD Canada Trust, already one of the most prominent banks in Canada moved from 25.1% to 29.1% for a surge of four percentage points this month. In November, TD refreshed its credit card rewards program ahead of the holiday season which may have helped boost awareness of the brand. TD brand awareness is also supported by TD Stories, which publishes a steady stream of content about bank news and financial advice.
Capital One Canada offers credit cards on the Canadian market, including guaranteed Mastercards for those who are trying to improve their credit. The credit card company rose from 17.1% Ad Awareness to 20.4%, for a totally spike of 3.4-points. In December, Capital One sponsored “The Match,” an annual charity golf match involving stars such as Tiger Woods and Jordan Spieth. This may have helped boost awareness of the brand.
Our third Advertiser for the Month for the Canadian Finance sector is PC Financial. PC Financial is part of the Loblaw retail giant which owns several prominent grocery chains as well as drug stores. PC Financial’s marketing strategy is tied in with the broader range of PC products. For example, they offer credit cards linked with “PC Optimum” points that can be earned and used throughout the retail ecosystem. This integration could be related to the rise in Ad Awareness for the brand.
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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 November 26 and December 24, 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 Yeshi Kangrang on Unsplash