UK Finance Advertiser of the Month – Santander

Cheryl Kar
October 08, 2021, 11:49 AM UTC

Data from YouGov BrandIndex reveals that Santander has achieved the highest uplift in Ad Awareness of all the banks we tracked in the United Kingdom during September.

Santander’s Ad Awareness score saw a rise of 2.2 percentage points from 13.9 on September 1 to 16.1 on September 30. Ad Awareness, which measures the proportion of consumers who have seen an ad for a brand in the last two weeks, saw a sharp rise from September 13 – which coincides with the launch of Santander’s campaign for ‘1|2|3 Current Accounts’. The bank also released an ad featuring TV presenters Ant and Dec which focuses on Santander’s initiative to reward customers with cashback for paying their household bills.  

Ahead of World Mental Health Day, Santander also teamed up with mental health charity Mind in the month of September. Through this initiative, the bank aims to train all staff members on how to interact with customers with mental health issues.  

In addition to Ad Awareness, Santander’s Buzz score also saw an upward movement during the same period. Buzz, which tracks if consumers have heard something positive or negative about a brand in the last two weeks, rose from 1.5 on September 1 to 2.8 on September 30. 

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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Santander’s Ad Awareness score is based on the question: “Which of the following banks 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 2121 UK adults between September 1 – September 30, 2021. Figures are based on a 4-week moving average. Learn more about BrandIndex.