November UK Advertisers of the month: John Lewis and Marks & Spencer
According to data from YouGov BrandIndex, which tracks perceptions toward brands on a daily basis, John Lewis registered the biggest increase in Advertising Awareness for November 2024 of all brands YouGov tracks in the UK. The high street retail brand saw an uplift of 12.6 percentage points in the observation period.
Earlier in November, John Lewis launched its much-awaited Christmas advert of the year. Titled ‘The Gifting Hour’, the ad features two sisters in a Narnia-inspired tale of finding the perfect gift.
Looking deeper into the ad, 43% of Brits agree it stands out from the rest, while 54% feel it suits John Lewis perfectly. Around a fifth say they would talk about the ad with friends and family (20%) and 19% say they would look out for it again on TV/ the internet.
With Christmas around the corner, it should be no surprise to find Marks & Spencer among the top advertisers this month with the launch of its M&S Christmas food advert. The supermarket’s score increased from 26.8% on October 26 to 36.7% on November 25 (+9.9 percentage points).
And that’s not all. Rounding up the top three brands with the biggest uplift in Ad Awareness in the UK this November is Marks & Spencer retail with its 2024 M&S Clothing & Home Christmas ad. The brand saw a lift of 9.8 percentage points.
YouGov dug into who liked the ads and why. Polling shows 65% of Brits preferred the food ad, while 42% liked the fashion one. When asked what they liked about the fashion ad, responses focused on the visual appeal/effects, the music/dancing, and the appeal of the clothing/outfits.
Methodology: 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?” and delivered as a percentage. The data is based on the interviews of British adults aged 18+ between October 26 and November 25, 2024. Learn more about BrandIndex.
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