US Automobile advertiser of the month: BMW

Rishad Dsouza
May 31, 2021, 10:23 AM UTC

BMW rose 2.5 points in Ad Awareness scores in May to be named the YouGov’s Automobile Advertiser of the Month in the US market.

The Advertiser of the Month is determined based on the increase in Ad Awareness scores as measured by YouGov BrandIndex. BMW, which had a score of 9.2 on April 26 settled at 11.7 on May 25.

The automotive giant has been running a promotional campaign for the BMW M3, featuring MLB stars driving the vehicle. In 30-second clips, these personalities speak about a quality that applies to both themselves and the sedan, which is designed by BMW’s motorsport division. Luke Voit, Tim Anderson, Ozzie Albies and Corey Seager have featured in these spots.

The brand’s Ad Awareness score rose to 11.3 on May 2 before dipping all the way to 8.4. It then reversed the trend once more to sharply rise to 11.7 as of May 25.

BMW concurrently also registered growth in Consideration scores, which represents the share of consumers who might consider purchasing from a certain brand the next time they are in the market. The car-maker’s Consideration score rose significantly from 7 on April 26 to 10.2 on May 25.

This growth in Consideration might have to do with an uplift in confidence of US consumers on the back of a widespread vaccine rollout. Car makers could tap into this rising confidence through targeted, data-driven marketing campaigns.

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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Renault’s Ad Awareness score is based on the question, “Which of the following car makers have you seen an advertisement for in the past two weeks?” and delivered as percentage. Scores are based on an average daily sample size of 1,122 US adults from April 26 – May 25, 2021. Figures are based on a 2-week moving average. Learn more about BrandIndex.