According to data from YouGov BrandIndex – which monitors consumer perceptions toward brands daily – On the Beach, Jet2holidays and Hyundai took the top three spots for biggest increases in Ad Awareness in January 2024.
Ad Awareness asks consumers if they have seen an advertisement for the brand in the prior two weeks, and the difference between a brand’s low and high scores for the month determines our Advertisers of the Month.
YouGov’s monthly analysis indicates that On the Beach secured the top spot with a rise of 13.6 points in its Ad Awareness score in January, jumping from 3.4% on December 26 to 16.9% on January 24.
In its latest multi-channel campaign, the British travel retailer is set to partner with comedian and TV star Paddy McGuinness, who will lend his iconic voice to TV and radio adverts for the brand throughout 2024. Amongst other things, the actor and TV host will act as the friendly bloke at the end of the customer service line and showcase his love of sunshine getaways, while encouraging Brits to ‘book like a genius’ and take advantage of a fifteen-day holiday while only using eight days over the Easter break.
This new campaign coincides with the recent launch of the brand’s Fast Track Perk. The brand reintroduced its exclusive offer with a fun new ad which promotes free airport lounge access and other perks to holidaymakers on a four and five-star getaways.
In second place, British package holiday provider, Jet2holidays saw its Ad Awareness score improve by 10.7 percentage points. Its score rose from a minimum of 21.9% on December 26 to a maximum of 32.6% on January 25. Gearing up for a record number of bookings ahead of ’Sunshine Saturday’ and an explosive Summer 24 season, the brand added hundreds of thousands of Free Child Place holidays across the 2024 school holidays on January 12.
The tour operator also recently launched ’Prepare2Peak’- a bespoke campaign developed with independent travel agents and homeworkers to help them capitalise on enquiries and sales during the peak booking period. Supplemented by new “upweighted” marketing collaterals, the campaign extends £60 per person off all Jet2holidays booked through the trade, which is an extra £10 off when compared to the standard offer for direct customers. Another integral part of the campaign is a unique competition that gives independent partners the chance to win one of 100 places on a Destination Discovery with Jet2holidays.
Rounding up the top three Advertisers of the Month for November 2023 is Hyundai. The auto giant saw its Ad Awareness score move up 10.7 points, from 8.7% on December 26 to 19.3% on January 25.
Early this month, Samsung Electronics Co., Ltd. today announced a collaboration with the Hyundai Motor Group to expand its SmartThings platform to develop solutions that fully integrate the smart home and in-vehicle infotainment systems in connected cars. As part of the partnership, Samsung’s SmartThings smart home platform will connect with Hyundai’s connected cars, including EVs to develop “Home-to-Car” and “Car-to-Home” services, as well as an integrated home energy management service- which will allow users to monitor the energy consumption by connected devices in their homes.
Hyundai Motor UK also recently announced smart home charging business Ohme as its official home charging partner to offer consumers a chance to connect with the grid in real-time and enjoy optimal pricing. The announcement, one among a series of developments in EV ownership innovations from the automaker, also included the newly launched ’Experience’ test drive which gives potential buyers up to 24 hours with a Hyundai EV.
January also saw the start of the TUCSON Hybrid Upgrade Event, which offers car owners a complimentary upgrade to a Premium trim worth up to £2,200 plus £1,750 towards their deposit and 6.9% APR Representative, and the launch of the new Hyundai Bayon crossover SUV and the Kona Electric N Line. Perhaps most significantly in terms of driving Ad Awareness, the brand has also been investing in ads promoting its range of new petrol, hybrid and electric models since the turn of the year.
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 December 26, 2023, to January 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.
