IGA has registered the biggest increase in advertising awareness in Australia for the month of August 2022, of all the brands we track in the market. Data from YouGov BrandIndex, which tracks consumer perceptions toward brands on a daily basis worldwide, shows that Ad Awareness of the supermarket chain saw an uplift of 6.6 percentage points over the four-week period.
In late July, IGA opened a new SupaValu store in Melbourne, which offers bulk-buy savings for shoppers amidst rising cost of living concerns. The warehouse-style supermarket in the suburb of Delahey is the third SupaValu store after its two existing ones in New South Wales’ Sydney and Ballina.
According to data from YouGov BrandIndex, IGA’s Ad Awareness score rose from a low of 20.1% on 31 July to a high of 26.6% by 23 August. Ad Awareness is a BrandIndex metric that measures the percentage of people who have seen adverts from a particular brand in the previous two weeks.
Additionally, CommBank recorded a five-point spike in Ad Awareness from 25.0 on 3 August to 30.0 by 25 August, while health and beauty retailer Priceline Pharmacy saw its Ad Awareness climb five percentage points from 15.2 on 9 August to 20.2 by 25 August.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day. A brand’s Ad Awareness score is based on the question: “Which of the following consumer brands have you seen an advertisement for in the past two weeks?” (% Yes). Data from surveys of adults aged 18 years and above residing in Australia from 26 July to 25 Aug 2022. Ad Awareness scores are based on a four-week moving average. The change in scores for each brand is calculated by taking the difference between the highest and lowest scoring days within the period. Learn more about BrandIndex.