February 9th, 2024, Clifton Mark
As holiday excess gives way to new year resolutions, Canada’s advertising focus has shifted. While December’s Advertisers of the Month were vendors of sweet treats (Bailey’s, Ferrero and Merci), January sees two diet companies make the top three along with Trivago, a hotel search site. Advertisers of the Month are brands that show the largest monthly increases in Ad Awareness, a measure of how many consumers have seen an ad for a brand in the past two weeks.
Hotel search site Trivago is Canada’s top Advertiser of the Month for January, moving from an Ad Awareness score of 17.9% to a peak of 25.8% for a change of 7.9 percentage points. This boost may be due to the brand refresh, including a new logo, launched in mid-December. This was accompanied by an innovative TV ad which used AI to localize messages in 10 different languages using the same actor.
Ad Awareness for WW (formerly Weightwatchers) moved from 9.8% to a high of 16.9%. This may be related to the brand’s launch of a new program tailored to users of Ozempic and Wegovy. As previous YouGov research has shown semaglutide is upturning the weight loss industry and WW is attempting to stay relevant in a changing marketplace.
Canada’s third advertiser of the month is Noom, which moved from 8.4% Ad Awareness to 15.3%, for a gain of 9.6 percentage points. The weight-loss app applies principles of psychology, helping used to develop health habits and to improve their relationship to food.
December 2023 Advertisers of the Month
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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 Canada from December 26, 2023 and January 25, 2024. 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.