DoorDash manages to grab younger Americans’ attention with launch of its holiday ads
December 8th, 2023, Lesley Simeon

DoorDash manages to grab younger Americans’ attention with launch of its holiday ads

Last year, DoorDash unveiled a Christmas-themed commercial that talked about choosing local businesses for gifting. This year, the food ordering and delivery platform’s minute- long festive season ad - complete with a super -friendly reindeer - talks about ‘everyday miracles’.  Later, the brand released a second holiday ad featuring delivery workers.

We look into YouGov data to see whether DoorDash’s American audiences noticed the brand’s holiday-time commercials.

According to YouGov’s BrandIndex - which tracks consumer sentiment towards thousands of brands daily - DoorDash’s Ad Awareness score among younger consumers i.e. 18-to-34-year-olds, has grown considerably in the days after the launch of its Christmas commercial for the year.

The metric - which measures the share of consumers that notice a brand’s advertising in the last two weeks - went from 35% on November 3, 2023 (the day the ad was released) to 41% on December 2, 2023 - a six percentage point improvement.

Further, the delivery brand’s score among the general US population went from 28% to 31% in the same period.

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Methodology: YouGov BrandIndex collects data on thousands of brands every day. DoorDash’s Ad Awareness score is based on the question: Which of the following online brands 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 575/2557 US adults between October 1, 2023 and December 2, 2023. Figures are based on a four-week moving average. Learn more about BrandIndex.

Photo by Marques Thomas on Unsplash