August 23rd, 2023, Bhavika Bansal
According to data from YouGov BrandIndex - which monitors consumer perceptions toward brands daily – Amazon Prime, Amazon, and Subway made the biggest gains in Ad Awareness in the UK for the month of July 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.
Amazon's robust advertising campaign leading up to its annual Prime Day event undeniably captured the attention of Britons, propelling both Amazon Prime and Amazon into the ranks of UK’s top three Advertisers of the Month for July.
YouGov's monthly analysis indicates that Amazon Prime secured the top spot with a rise of 10 points in its Ad Awareness score - from 27% on June 29 to 37% on July 23. And, in second place, Amazon’s Ad Awareness rose by 6.5 percentage points, from 24.1% to 30.6%. Amazon's 2023 Prime Day campaign builds on the special feeling of getting an exclusive deal and features Prime members being treated as celebrities when they receive their orders. Rolled out across TV, radio, and digital media, the campaign also features a series of Prime Day ads promoting the biggest deals.
Notably, in the week prior to the end of 2023’s Prime Day (5-12 July), Word of Mouth exposure, a measure of whether the public have talked about a brand with friends and family, for the brand rose from 28.9 to 36.2 (+7.3 points) while Amazon Prime's Buzz score more than doubled over the same timeframe.
Rounding up the top three Advertisers of the Month for July 2023 is Subway. The brand saw its Ad Awareness score move up 5.8 points, from 16% on June 26 to 21.8% on July 16. In its biggest marketing investment in 25 years, Subway's latest marketing campaign promotes its biggest menu transformation in its 60-year history. Heralded by Saatchi & Saatchi for Subway UK, the campaign saw the launch of two new TV spots in early June 2023. Titled 'Two Ways to Subway', the ads focus on the fact that there are two types of people in the world: those who want to pick everything and those who are happy to go with the flow. In an interesting first for the brand, the campaign also announced its partnership with ITV2 and ITVX’s Love Island as its 'official lunch partner'. This part of the campaign, sees three separate TV spots for Love Island fans, depicting fictional islanders speaking to the camera in a ‘meet the islanders’ style, talking about what they are looking for - albeit, in a Subway Sub.
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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 UK from June 26 to July 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.