November 30th, 2023, Bhavika Bansal
According to data from YouGov BrandIndex - which monitors consumer perceptions toward brands daily – iPhone, Dunelm, and Nationwide made the biggest gains in Ad Awareness in the UK for the month of October 2023. Ad Awareness asks consumers if they have seen an advertisement for the brand in the prior 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 iPhone secured the top spot with a rise of 9 points in its Ad Awareness score this month. It jumped from 20.6% on September 26 to 29.6% on October 20. The tech giant unveiled the 16th generation of the Apple iPhone - the iPhone 15 - at Wonderlust, one of its annual launch events. The event saw the announcement of four new iPhone handsets- the iPhone 15, iPhone 15 Plus, iPhone 15 Pro, and iPhone 15 Pro Max. The end of October saw the launch of the latest MacBook Pro with the M3 family of chips and 24-inch iMac with M3 in the brand's special fall event, 'Apple's Scary Fast'. Marshalled by documentary film director Brian Oakes, known for the award-winning Jim: The James Foley Story and Living with Lincoln, and advised by Apple's Jon Carr and Jeff Wozniak, all the presenters, locations, and drone footage for the event were filmed using the iPhone 15 Pro Max. Apple also introduced the new, more affordable Apple Pencil on October 17, 2023.
In second place, Dunelm saw its Ad Awareness score improve by 7.2 percentage points. Its score rose from a minimum of 10.2% on September 28 to a maximum of 17.4% on October 25. The British homeware retailer's latest multichannel campaign for the autumn/winter 2023 season sees the brand repositioning itself as 'The Home of Homes'. Featuring an updated version of Grease’s ‘You’re the One That I Want’, the TV spot showcases a family visiting a Dunelm store to find everything they need to refresh their dull and tired home décor. With an aim to revitalise Dunelm's calling card of many years with a new holistic and flexible brand platform, the campaign has been launched across TV, BVOD, YouTube, radio, OOH, digital and paid social, with media planning and support from Goodstuff.
Rounding up the top three Advertisers of the Month for October 2023 is Nationwide. The British mutual financial institution saw its Ad Awareness score move up 6.7 points, from 7.9% on September 27 to 14.6% on October 25. In its most significant rebrand in 36 years, Nationwide Building Society has enlisted the help of Hollywood star Dominic West to bring home its promise of being ‘a good way to bank’. Launched across AV, press, out-of-home (OOH), digital and radio, the campaign features the bank’s new branch brand identity, which is being rolled out across all 605 of its branch networks and focusses on Nationwide’s commitment to keeping branches open. The 60-second TV spot underlines Nationwide’s promise to not leave any towns or cities in which it is based until at least 2026 and seeks to present itself as a sharp contrast to recent branch closures from the rival Big Six traditional banks.
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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 May 26 to June 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.