BMW, Airbnb and Air Canada: Canada Advertisers of the Month for August 2024

BMW, Airbnb and Air Canada are Canada’s Advertisers of the Month for August 2024. 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.

BMW ended July with 5.8% Ad Awareness, meaning that a little more than one in twenty Canadians had seen an ad for the carmaker in the preceding fortnight. By the end of August, that had risen to 10.5%, nearly doubling. This is likely partly due to promotions of all-electric models, such as the i4 Gran Coupé and the luxury sedan i7.

Canada’s second Advertiser of the Month is Airbnb. Animated video spots such as “Girls Trip” and “Guest Favorite” are among the ads that over a quarter of Canadians have been seeing. Ad Awareness for the accommodation platform rose from 22.7% to 27.4% in August.

Air Canada’s Ad Awareness rose from 23.3% to 27.7%, a total of 4.4 percentage points. The uplift this summer was aided by Paris 2024. Air Canada has been the official airline of the Canadian Olympic team since 1988 and of the Paralympic team since 2007. As part of Olympic promotions, the airline ran 30-, 60- and 90-second versions of this emotional video spot, “Ticket to Dream.”

Read about July's 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 July 26 and August 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.