January 24th, 2023, Lesley Simeon
Online betting and gaming brand, Betway, recently launched its first US marketing campaign, “For the Sport of It.” The campaign features a 50-second spot that attempts to highlight the sense of community betting creates around a sport, making the fandom more crucial than actually winning the game. Created in partnership with full-service agency, Deutsch New York, “For the Sport of It” will run across film, paid social, digital and Out-of-Home.
Since its launch, how effective has the campaign proven for Betway in getting more Americans to notice the brand?
According to YouGov BrandIndex - which tracks consumer sentiment towards thousands of brands daily - Betway’s Ad Awareness and Attention scores recorded upticks in the days following the launch of its maiden US campaign on 12 January 2023.
The brand’s Ad Awareness metric - which indicates how many and which consumers are noticing the brand’s advertising - went from 2% on 12 January 2023 to 5% on 16 January 2023, before dropping to 3% on 21 January 2023.
Similarly, Betway’s Attention metric - which measures the total number of consumers who have heard anything positive or negative about the brand - grew two percentage points from 3% on 13 January 2023 to 5% on 18 January 2023, before dropping back to 3%.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Betway’s Ad Awareness score is based on the question: Which of the following gambling brands have you seen an advertisement for in the past two weeks? and delivered as a percentage. Its Attention score measures whether respondents are hearing positive or negative buzz about the brand and is delivered as a percentage. Scores are based on an average daily sample size of 254 US adults between 8 January 2023 and 21 January 2023. Figures are based on a 4-days moving average. Learn more about BrandIndex.
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