Jewelry Chains With High Ad Awareness Don’t Lead Purchase Consideration

Ted MarzilliCEO YouGov Direct
February 12, 2015, 6:43 PM GMT+0

Although Jared leads its jewelry competitors in advertising awareness, it still trails Tiffany and Zales when it comes to purchase consideration among men.

Throughout the year, Jared leads all other jewelry stores in ad awareness with men. Credit the success of the chain’s ubiquitous “It can only be Jared” jingle and “That’s why he went to Jared” tagline with resonating most with their intended customers.

However, when it comes to actual consideration to make a purchase, men are more likely to opt with Zales and Tiffany than Jared or Kay Jewelers, according to YouGov BrandIndex, the only daily brand consumer perception research service.

Jared consistently beats its rivals in ad awareness with men, holiday season or not. Last Valentine’s Day, for example, 30% of men were aware of Jared’s advertising, while second place Kay was at 21%. This past holiday season, Jared made it as high as 32% by the first week of January. Tiffany always lags the others in this metric, regularly hovering between 2% and 4%.

But when it comes to actual purchase consideration, a key measurement of potential revenue, Tiffany and Zales have the upper hand: for both, there is a 9% likelihood a man would consider buying form them next time they are shopping for jewelry, compared to 6% for Jared and Kay.
All measurements are for men 18 and over.

Ad Awareness: Jared, Kay, Tiffany, Zales

Purchase Consideration: Jared, Kay, Tiffany, Zales

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