US Automotive Advertiser of the Month: Mercedes-Benz

Mercedes-Benz registered the biggest increase in Ad Awareness for January 2023 among all the auto brands we track in the US, making it the Auto Advertiser of the Month. According to YouGov BrandIndex, which tracks perceptions toward brands daily, the German carmaker saw an improvement of 1.8 percentage points, going from 13.1 on December 28, 2022, to 14.9 on January 14, 2023.

The car maker has teamed up with entertainment brand SUPERPLASTIC, known for creating animated celebrities brought to life through original social media content. The collaboration launched a new character – Superdackel – inspired by Mercedes-Benz’ classic Wackeldackel mascot, the “nodding dog” dashboard toy.

Judging from the Ad Awareness results, it has, at the very least, succeeded in connecting with the audience and lingering in their memories.

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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 US from December 25, 2022, and January 24, 2023. 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. 

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