March 10th, 2023, Clifton Mark
Pepsi, Netflix and Burger King are Canada’s Advertisers of the Month for February, 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.
Soft-drink superpower Pepsi is Canada’s top Advertiser of the Month for February, bubbling up from 22.4% to 29.3% Ad Awareness, for a total lift of 6.9%. This rise comes in the context of the launch of Pepsi’s new sugar-free recipe. Pepsi Zero Sugar has been supported by a major TV-campaign including Superbowl ads starring Ben Stiller and Steve Martin. In these commercials, the comedians challenge audiences to find out whether their praise of the drink is “Great Taste or Great Acting?”
Canada’s second advertiser of the month is Netflix, rising from 33.4 to 40.1% Awareness in February. This bump may be related to a cross-promotion with the dating app Bumble which helps users find matches based on viewing preferences. However, it may also be associated with the widespread news coverage of Netflix’s crackdown on account-sharing in the Canadian market.
Burger King had the third largest increase in Ad Awareness in February. Awareness went from 14.5 to 20.5% for a whopp(er)ing increase of 6 percentage points. Given the food chain’s relatively low initial Awareness score, this makes it the largest proportional increase by far. This spike is likely related to the viral Whopper-Whopper song which has appeared across social media. The hit occurred in the context of the broader “Reclaim the Flame” campaign, fuelled by a large increase in media spending.
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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 January 26 and February 23, 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 Ilya Mashkov on Unsplash