January 20th, 2023, Lesley Simeon
American fitness equipment company, Peloton, has hired Leslie Berland as its next chief marketing officer. The former Twitter veteran will be stepping into her new role after its previous occupant, Dara Treseder, made an exit back in September 2022, following a broader executive shake-up at the New York-headquartered company.
How has Treseder’s two year-long tenure impacted Peloton?
According to YouGov BrandIndex - which tracks consumer sentiment towards thousands of brands daily - Peloton’s Awareness scores improved with Treseder as its CMO. The metric - which measures how aware customers are of the brand - increased from 53% on 18 August 2020 (when Treseder took over as CMO) to 69% on 19 January 2023.
Similarly, Peloton’s Ad Awareness metric - which indicates how many and which consumers are noticing the brand’s advertising - grew by 2 percentage points through the same period.
The brand’s Consideration metric - which indicates how many consumers are considering purchasing from the brand, when next in market - has remained mostly unchanged between August 2020 and January 2023.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Peloton’s Awareness score is based on the question: Which of the following brands have you ever heard of? and delivered as a percentage. Its Ad Awareness score is based on the question: Which of the following brands have you seen an advertisement for in the past two weeks? and delivered as a percentage. Its Consideration score is based on the question: When you are in the market next to purchase goods or services from a brand, from which of the following would you consider purchasing? and delivered as a percentage. Scores are based on an average daily sample size of 6665 US adults between 1 July 2020 and 19 January 2023. Figures are based on a ten-week moving average. Learn more about BrandIndex.
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