Canada finance Advertisers of the Month in March 2023: Desjardins, BMO and TD-Canada Trust

Desjardins, BMO and TD-Canada Trust are Canada’s finance Advertisers of the Month for March 2023. This means that they showed the largest increase in Ad Awareness for the month of all the finance brands we track. 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.

Montreal-based Desjardins Group is the financial Advertiser of the Month for March 2023, moving from an Ad Awareness score of 14.7% to 19.7% for a gain of five full percentage points.

The insurance and financial services company has been in the news recently about its rapid expansion-by-acquisition plan. The boost in Ad Awareness may be due to TV spots for its group insurance policies.

BMO surged from 22.9% Ad Awareness to 27.6% for a boost of 4.6 points. This may be related to video ads such as this one, which promotes the BMO mobile app.

However, the bank may also have received a boost in exposure from the kick-off of the soccer season. Sometimes calling itself the “soccer bank,” BMO sponsors the Toronto Football Club which, of course, plays their home games at BMO field.

In third place for March is TD-Canada Trust, which moved from 25.9% to 29.7% for a change of 3.8%.

This rise in awareness may be because more people are seeing their video ads, one of which compares the guidance provided by TD’s Easy Trade app to the chaos of an online comments section. Another series of ads plays on the awkwardness of financial conversations among loved ones.

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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 February 26 and March 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.