2020 has been a year of both challenges and opportunities for many of Mexico’s major brands and effective advertising remains key to the survival for many. But who, according to the YouGov data, has experienced the highest increase in advertising awareness over the past year?
In a list dominated by digital brands, the five companies to have experienced the highest increases in advertising awareness are: Goodyear, Uber Eats, Amazon, Pinterest and Pacifico.
According to YouGov data, 47.4% of Mexicans have been exposed to Goodyear advertisements in 2020, signifying the highest percentage of Ad Awareness across the five brands, up from 36.7% at the beginning of the year.
The COVID-19 pandemic has made much of the world more digital and this development is reflected in Mexican advertising cognisance, with digital companies representing three of our top five brands.
Uber Eats - the largest food-delivery platform in Mexico – has experienced a 10.8% jump in public advertising awareness since the beginning of the year. This increase is perhaps indicative of Uber Eats becoming Uber’s core revenue generator in 2020, due in no small part to nation-wide lockdowns and travel restrictions.
The two other digital brands on our list are Amazon and Pinterest. Amazon, masters of e-commerce and online streaming, was perfectly placed to capitalize in 2020 and its marketing profile has risen appropriately, with a 39% growth in Ad Awareness, up from a score of 24.4% registered at the start of the year. Social media service Pinterest has also experienced a significant increase in Ad Awareness this year with 17.9% of Mexicans saying that they have seen the brand advertised.
Pacifico, the Mexican pilsner-style beer and subsidiary of Group Modelo, is the last on our advertising awareness improvers list. As shown in our chart, its Ad Awareness has risen significantly in the past quarter. Production and sale of beer was suspended during April and May after breweries were deemed non-essential by the Mexican government. Upon reopening in June, the late surge in advertising awareness appears to be an effort from Pacifico to re-establish itself in the Mexican consciousness.
Methodology: The listed brands saw the highest year-over year increase in Ad Awareness for the period November 8 – December 8. Increases listed on chart and in text refer to the scores on December 8, 2019 and December 8, 2020 on a four-week moving average.