GB: Škoda appoints FCB for global creative duties - How did the brand do under the previous agency?

Škoda has awarded its global creative account to FCB Inferno. While the FCB Inferno - Škoda partnership will begin April 2023 onwards, incumbent agencies Optimist and Thjnk (which have handled the account since November 2018) will be involved in a transition period until the end of June.

We explore YouGov data to see how the brand has done so far in Great Britain under its previous creative agency, AOR.

According to YouGov BrandIndex - which tracks consumer sentiment towards thousands of brands daily - the automaker’s Ad Awareness score in the UK has remained unchanged. The metric - which indicates how many and which consumers are noticing a brand’s advertising - went from 5% on 1 January 2018 to 8% on 10 April 2023.

When it comes to attitudes towards advertising amongst the general British population, data reveals that most respondents feel overwhelmed by advertising. Data from YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - shows that 65% of the general UK population feels bombarded by advertising and  more than half of them (56%) agree that personalised adverts creep them out.

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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Škoda’s Ad Awareness score is based on the question: Which of the following car makers have you seen an advertisement for in the past two weeks? and delivered as a percentage. Scores are based on an average daily sample size of 31960 GB adults between 1 January 2018 and 4 April 2023. Figures are based on a 52-week moving average. Learn more about BrandIndex.

YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for GB is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.

Photo by Anton Tkachenko on Unsplash