Australia’s Advertisers of the Month (February 2024)

Kmart has registered the biggest increase in advertising awareness in Australia for the month of February, of all the brands we track in the market. Data from YouGov BrandIndex, which tracks consumer perceptions toward brands on a daily basis worldwide, shows that Ad Awareness of the retail brand saw an uplift of 5.3 percentage points over the four-week period.

Kmart has introduced its new Living range and organized a competition on Instagram, where 10 participants will have the opportunity to win $100 gift cards. Additionally, the retailer has partnered with the Melbourne Fashion Festival and is promoting its toy collection ahead of Easter.

According to data from YouGov BrandIndex, Kmart’s Ad Awareness score rose from 33.7% on 29 January to a high of 39% by February 21. Ad Awareness is a BrandIndex metric that measures the percentage of people who have seen an advert from a particular brand in the previous two weeks.

Additionally, automobile manufacturer Mazda recorded a 5.2-point jump in Ad Awareness from 14.4% on 31 January to 19.6% by 25 February, while Cadbury saw its Ad Awareness climb 5.1 points from 30.5% on 31 December to 35.6% by 25 February.

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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?” (% Yes). Data from surveys of adults aged 18 years and above residing in Australia from 26 January to 25 February 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.