US: Automotive Advertiser of the Month – Cadillac

Cheryl Kar
October 08, 2021, 12:24 PM UTC

Cadillac wins YouGov Advertiser of the Month in September for registering an uplift of 3.8 percentage points in Ad Awareness.

According to data from YouGov BrandIndex, Cadillac is the YouGov Automotive Advertiser of the Month in the US for achieving the highest uplift in Ad Awareness among car brands in the month of September.

Cadillac’s Ad Awareness score – which measures if consumers have seen an ad for a brand in the past two weeks – stood at 8.2 on September 1 and settled at 12.0 (+3.8) on September 30. 

Throughout September, the American luxury car maker took to its social media pages to announce the registration of a debut edition of the all-electric Cadillac LYRIQ, including a live show on YouTube hosted by YouTuber iJustine Ezari and featuring celebrity chef Richard Blais, Black Girls Code founder Kimberly Bryant, Lewis Hilsenteger from Unbox Therapy, singer-songwriter Tinashe and Enplug CEO Nanxi Liu. The 90-minute live show focused on special features, technologies and design details of the Cadillac LYRIQ and interactive sessions with the guest speakers.  

Cadillac also released a 30-second ad in September starring Emmy and Oscar-winning actress Regina King who interacts with the audible ad script and orders scene changes as she approaches LYRIQ. Called “The Beauty of Defiance”, the ad highlights the LYRIQ’s sound system, mile range on full charge, hands-free technology and driver’s assistance.  

Over the same period, Cadillac’s Impression score, which reflects whether consumers have a positive or negative impression of a brand, also increased from 15.7 on September 1 to 17.8 on September 30. 

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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Cadillac’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 2079 US adults between September 1 – September 30, 2021. Figures are based on a 4-week moving average. Learn more about BrandIndex.