Which Australian advertisements are the most memorable?
It seems the bigger the brand, the better the public recall for their advertising efforts. This is according to market research and data analytics company, YouGov’s latest BrandIndex, which tested which commercials stick in people’s memories.
Asking the question, “Which of the following brands have you seen an advertisement for in the past two weeks?”, McDonald’s, Woolworths, and Coles rank highest – while big-hitters like Bunnings, KFC, and Chemist Warehouse are also sticking in the public consciousness.
As with any self-reporting survey, there are clear caveats: the brand recognition was there in the first place, which is the biggest hurdle for promotions; people may assume they have seen Coles and Woolies ads when they may be recalling the blanket news coverage they have received of late; people are often untruthful.
Where things get more interesting is in the most improved brands metric, which “are sorted by change in ad awareness score from highest to lowest between time range of 1st January 2024 to 31st March 2024 vs 1st October 2023 to 31st December 2023”.
Trivago, L’Oreal, and Nivea top this list – with ads from Commonwealth Bank, Neutrogena, and Toyota also achieving strong recall for their commercials.
Interestingly, the Nine-owned Stan is the only entertainment and media-related advertiser to make either list.
Perhaps it shouldn’t be surprising it’s the big brands who elicit the strongest memory connections. As advertising guru Professor Mark Ritson told Mumbrella earlier in the year, they have science behind their marketing.
“The reality is bigger brands are pretty clear on the level they need to maintain share,” Ritson explained, “remembering that most ad spend for most brands is maintenance.
“We don’t say that enough. Now, everyone wants to grow. But, a lot of brands are quite happy maintaining things as they pretty much are.”
Keep up to date with the latest in media and marketing
Got a tip?
Nathan Jolly is the Features Editor at Mumbrella. He joined the team in July, 2023.
Linkedin
Hard to believe that Macpac isn’t amongst them. It should be. Perhaps it’s because they don’t spend enough. The irony is, they don’t need to.
User ID not verified.
Have your say