McDonald’s tops Australian Advertising Awareness rankings – YouGov BrandIndex

Market research and data analytics company YouGov has released its latest ad rankings. Asking the question “which of the following brands have you seen an advertisement for in the past two weeks?”. McDonald’s claimed the top spot with the most consumers having seen one of its ads. The quick service food chain had a score of 55.6.

These rankings have been developed using data from YouGov BrandIndex, tracking Brand Ad Awareness scores in a three-month period (1st January 2024 to 31st March 2024).

Following, with a score of 54.7, is grocery chain Woolworths, followed by another grocery giant, Coles with 52.7.

Rounding out the top five was hardware and garden centre, Bunnings at 48.8, and another quick service restaurant chain, Kentucky Fried Chicken (KFC) with 48.6.

These insights also looked into the best improvers of ad awareness, compared to the previous three-month period (1st October 2023 to 31st December 2023).

The number one improver was online booking platform trivago, increasing 7.7 points (from 11.1 to 18.8).

Following was beauty brand L’Oreal, improving 5.8 points.

L’Oreal continues to makes waves in consumer perception, after placing fourth in YouGov’s Biggest Brand Mover list for January.

Skincare and cosmetic company, Nivea came in at third place improving 5.1 points, followed by Commonwealth Bank, who increased 4.9 points.

Taking fifth place was another skincare brand, Neutrogena, with an improved score of 3.4.

For previous Ad Rankings from YouGov, visit the website, here.

Methodology: YouGov Australia ad rankings 2024 are calculated using data from YouGov BrandIndex. YouGov BrandIndex collects data on thousands of brands every day. Every brand’s performance is tracked daily against a range of metrics. In this report, brands are ranked based on their Brand Ad Awareness Scores from 1st January 2024 to 31st March 2024 which is determined by asking consumers “Which of the following brands have you seen an advertisement for in the past two weeks?“. Additionally, an analysis of brands improvers is also included. Brands 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. To be included in the rankings, brands must have a minimum base size (N) of 100 and be tracked for at least 6 months (182 days)