Jet2.com, easyJet and British Airways have the highest Ad Awareness among all UK airlines in 2024
According to recent data from YouGov BrandIndex - which monitors consumer perceptions toward brands daily – Jet2.com, easyJet and British Airways register the highest Ad Awareness scores amongst all airlines in the UK since the beginning of 2024. Ad Awareness measures the share of consumers who have seen an advertisement for the brand in the prior two weeks.
Sitting atop the top 10 list, Jet2.com scored 23% between January 1 and June 30, 2024, followed by easyJet (17.3%), British Airways (16.6%), Virgin Atlantic (15%) and TUI Airways (13%).
Ad Awareness: 2023 vs. 2024
Examining the top three airlines and the changes in their Ad Awareness scores between the last six months of 2023 (i.e. July 1 – December 31, 2023) and the first six months of 2024 (i.e. January 1 – June 30, 2024) reveals further details.
Jet2.com registered the most significant gain, increasing by 5.2 percentage points from 18.1 in the second half of 2023 to 23.3 in the first half of 2024. Despite being third in overall Ad Awareness from January to June 2024, British Airways came in second in terms of change in score, with an increase of 4.7 percentage points. easyJet followed with a 3.5 percentage point increase.
How has Jet2.com, British Airways and easyJet’s Ad Awareness changed since the start of 2024?
Jet2.com
Jet2.com saw its Ad Awareness rise from a low of 15.8% on January 1 (its lowest score in the six months) to 23.3% on January 24.
Having had an award-winning start to the year, Jet2.com launched its biggest-ever summer programme, "Summer 24”. The low-cost leisure airline continued to see gains with the UK Customer Satisfaction Index (UKCSI) ranking it as an industry leader making it the only company in the ‘Tourism’ sector to appear in the top ten highest rated organisations for customer service.
Despite some dips over these six months, Jet2.com's scores peaked multiple times. In March the airline announced an offer for travellers to save 10% off their air fares allowing them to fly from 11 UK airports to over 70 destinations.
British Airways
British Airways registers a steady uptick in Ad Awareness in the second quarter, reaching its highest score on May 8, 2024 (20.3 percentage points). Despite some minor fluctuations, the airline has enjoyed a substantially stable Ad Awareness score in the first half of the year with a slight drop in June.
March saw the brand unveil its latest TV advert and brand campaign titles ‘Everywhere we go’, as part of its “A British Original” positioning. Also part of this campaign were out of home advertisements with zoomed in images of the aircraft on billboards.
In May (where the Ad Awareness peaked), British Airways and VisitBritain launched a digital campaign showcasing Britain's iconic film locations through the eyes of British locals, aiming to answer the question - What is Britain really like?
easyJet
While the brand’s Ad Awareness score does not register too many sharp movements during the first six months of 2024, it saw its most significant rise from 11.2% (its lowest score in the six months) on January 1 to 19.2% (its highest score in the six months) on February 22.
Earlier in April a mock up easyJet ad went viral. The fake advertisement by Tom Birts was created as a response to the British Airways OOH ad. Later in the month, the airline announced its multi-year partnership deal as The Eurovision Song Contest’s Official Airline. The campaign “It’s Your Show, Get Out There” builds on easyJet’s “Get Out There” brand platform.
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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 July 1, 2023, to June 30, 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 scores at the beginning and end of the scoring period. Learn more about BrandIndex.
Image: Getty Images