March 15th, 2023, Bhavika Bansal
According to data from YouGov BrandIndex - which monitors consumer perceptions toward brands daily – Cadbury Crème Eggs, Santander, and Head & Shoulders made the biggest gains in Ad Awareness in the UK for the month of February 2023. Ad Awareness asks consumers if they have seen an advertisement for the brand in the past two weeks, and the difference between a brand's low and high scores for the month determines our Advertisers of the Month.
YouGov's monthly analysis indicates that Cadbury Crème Egg secured the top spot with a rise of 8.0 points in its Ad Awareness score this month. It jumped from 7% on January 26 to 15% on February 25. With Easter just a few weeks away, Amazon has slashed the price of Cadbury Creme Eggs, much to the delight of shoppers across the UK. As much as 20p cheaper than supermarkets, the chocolate treats, as part of a bulk-buying deal, are now available at less than £20 for a box of 48 individually wrapped eggs. Earlier in the month of February, the brand also garnered some unexpected publicity when a 'chocolate thief' admitted to stealing almost 200,000 Cadbury Creme Eggs worth more than £31,000.
In second place, the Spanish multinational financial services company Santander saw its Ad Awareness score improve by 5.9 percentage points. Its score rose from a minimum of 10.8% on January 28 to a maximum of 16.7% on February 25. In an eventful month that began with Santander updating its savings and mortgage products following the Monetary Policy Committee's decision to increase the Bank of England base rate, the brand announced the second phase of 'My Home Manager', the one-stop home management service. February also saw the launch of a £20,000 prize draw for new and existing Investment Hub customers and monthly prize draw for twenty new Santander Home Insurance customers. The latest instalment of the brand's continuing ‘Bank of Antandec’ campaign also sees Ant and Dec return to their roles as fictional banking CEOs. The comedic duo which was last seen spreading an anti-scammer awareness message using the 'Fraud Detector Scammer Pants' are back with an attempt to teach children about money confidence in the "Back to School" spot.
Rounding up the top three Advertisers of the Month for January 2023 is Head & Shoulders. The American personal care brand saw its Ad Awareness score move up 5.8 points, from 27.3% on January 28 to 33.1% on February 11. The anti-dandruff hair care brand owned by Proctor & Gamble recently launched the Derma X Pro range that features multiple sub-collections which offer solutions for various hair and scalp problems including dryness, damage, itchiness and hair thinning.
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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 the US from December 26, 2022 to January 25, 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.
Photo by Meghan Rodgers on Unsplash