According to data from YouGov BrandIndex, Hyundai, Jet2holidays, and On the Beach made the biggest gains in Ad Awareness in the UK for the month of January 2023.
YouGov’s monthly BrandIndex* analysis indicates that Hyundai secured the top spot with a rise of 13.9 points in its Ad Awareness score this month. It jumped from 5.4% on December 26 to 19.3% on January 25.
Ad Awareness asks consumers if they have seen an advertisement for the brand in the past two weeks, and the difference between a brand's low and high scores for the month determines our Advertisers of the Month.
Hyundai recently launched a multi-channel advertising campaign – across TV, radio, online ads and on demand services – that paves the way for the business to change from its anglicised pronunciation of ‘Hy-un-dai’ to the global pronunciation: ‘Hyun-day’. Showcasing how the brand has transformed through innovation, design and electrification, The Dawn of a New Hyundai campaign prompts people to re-evaluate their preconceptions around the brand and aims to accelerate its recognition as a global leader in innovation, technology and design.
In second place, the British package holiday provider Jet2holidays saw its Ad Awareness score improve by 11.8 percentage points. Its score rose from a minimum of 17.2% on December 26 to a maximum of 29% on January 25. December 2022 saw the launch of a new version of Jet2holidays’ national advertisement campaign, ahead of the peak holiday booking season. This integrated brand campaign features three new adverts – showcasing a couple, a young couple and a family – set against the backdrop of its signature track ‘Hold My Hand’ by Jess Glynne. Supported by heavyweight digital, radio, press, CRM and social media campaigns, the TV spots aim to highlight the key moments that make up the Jet2holidays experience. Additionally, all through January, the brand is offering independent travel agents a chance to win a place on a trip to the five-star Regnum Carya in Antalya, Turkey in 2023.
Rounding up the top three Advertisers of the Month for January 2023 is On the Beach. The UK-based travel retailer saw its Ad Awareness score move up 11.7 points, from 5.7% on December 26 to 17.4% on January 25. On the Beach recently announced its sponsorship deal for the leading ITV show ‘The Masked Singer’ as part of its new partnership with ITV Commercial. Starting New Year’s Day, the travel retailer’s ads have run each Saturday night during the (ITV1) show’s breaks with the campaign lasting a total of eight weeks. Along with being The Masked Singer’s exclusive competition partner, the sponsorship deal is using on-air sponsorship across linear and video-on-demand to support the brand’s overarching narrative – “to make customers’ jollies, jollier”.
*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 December 26, 2022 to January 25, 2023. 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.