February 10th, 2023, Clifton Mark
HelloFresh, Red Bull and TikTok are Canada’s Advertisers of the Month for January, meaning that they showed the largest increase in Ad Awareness for the month of all the brands we follow. 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.
Canada’s top Advertiser of the Month for January 2023 is the meal-kit subscription brand HelloFresh which moved from 24.1% Ad Awareness to 30.8%, for a gain of 6.7 points. This may be related to the January launch of their Factor line of heat-and-eat meals in Canada. HelloFresh, known for podcast advertising, has also run an “Unroutine” series of TV ads that could be behind their rise in visibility in the Canadian market.
Energy drink Red Bull rose from 18.6% to 24.0% Ad Awareness in January, making it the second Advertiser of the Month. Red Bull’s long-time marketing strategy involves sponsoring high-visibility events and creating related content. Among their many sponsorships, the recent VALORANT e-games tournament in which Canada reached the finals against the US may be related to the boost in Awareness. Coverage of the Red Bull-sponsored Laax Open skiing and snowboarding event may also be reaching Canadian audiences.
The third Advertiser of the Month for January is the video-sharing platform TikTok which rose from 14.6% Ad Awareness to 20.0% for a gain of 5.4 percentage points. This gain in awareness may be partly due to widespread news coverage about security concerns regarding data harvesting on the platform.
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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 December 26 and January 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.
Photo by Cristiano Pinto on Unsplash