US Auto Advertiser of the month: Goodyear

Goodyear registered the most significant increase in Ad Awareness for November 2023 of all the car makers, gas, tires and accessories brands we track in the US, making it the Auto Advertiser of the Month. According to data from YouGov BrandIndex, which tracks perceptions toward brands daily, the American tire manufacturer saw an improvement of 3.0 percentage points, going from 9.6 on October 27 to 12.6 on November 27.

For more than seven decades, Goodyear and NASCAR have joined forces, and the two commemorated their intertwined history when they premiered their latest commercial, No Last Lap, at this year’s Daytona 500.

Three weeks ago, Ryan Blaney won his first NASCAR cup, and the tire manufacturer announced a contest, offering winners a trip to the 2024 Goodyear 400 along with other prizes. This could be attributed to the increased Ad Awareness score we see this month.

YouGov’s BrandIndex data also reveals that Goodyear saw its Buzz score, which tracks if consumers have heard something positive or negative about a brand, increase during the same period (+3.1 percentage points).

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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 US from October 27 and November 27, 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. 

Image: Getty Images