July 14th, 2023, Clifton Mark
Canada’s Finance Advertisers of the Month for June are CIBC, BMO and Mastercard, meaning that these brands showed the largest increases in Ad Awareness for the month compared to other finance sector brands tracked by YouGov BrandIndex. Ad Awareness is a measure of the proportion of consumers that have seen an advertisement for a given brand in the past two weeks.
CIBC is Canada’s finance sector overall Advertiser of the Month. The bank went from 14.5% Ad Awareness to 20.4% for a total gain of 5.9 points. The improvement may be due to its “Send All the Love” campaign promoting its zero-transfer-fee global money transfer service. CIBC has also been promoting “CIBC Pace It,” a service which allows credit card holders to pay for large purchases on installments at a lower than regular interest rate.
Canada’s second finance Advertiser of the Month is the Bank of Montreal. BMO ran a number of Pride-related promotions in June, including “Rainbow Deposits” which asks people to “deposit” photos of rainbows to BMO. The bank promises to donate money to Rainbow Railroad in proportion to the number of rainbow photos it receives. It also sponsored the pride & remembrance run in Toronto. In another big announcement, the bank publicized its new partnership with the popular Airmiles loyalty program.
Payment giant Mastercard rose from 15.2% Ad Awareness to 19.6% in June, a 4.4 percentage point improvement. Added awareness may be related to Mastercard’s sponsorship of the UEFA Champions League which held its final game on June 10.
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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 May 26 and June 22, 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.