Package holiday firm On The Beach has taken the title of YouGov’s ‘ad of the month’ for December 2019.
According to YouGov, the Cheadle-headquartered firm achieved the highest uplift in in ad awareness of any brand in the º£½ÇÊÓƵ for the month.
It comes after On The Beach announced in October it would make a swoop for Thomas Cook’s market share by increasing advertising spend.
YouGov BrandIndex data revealed the firm’s ‘Ad Awareness’ score - whether someone has seen or heard an advert by a brand in the past two weeks - increased 6.8 percentage points to 9.7 after it released an advert mid-December, which showed a boy relaxing on the beach after a disastrous football game.
Across December, Ad Awareness scores among consumers who said beach holidays are their preferred type of getaway rose six-fold, with a final score of 14.5 compared 2.2 to the beginning of December, YouGov said.
On The Beach’s December advert saw the firm’s Awareness Score - if someone is aware of the brand or not - rise 11.3 percentage points among fans of beach holidays, giving the brand a score of 54.6.
On the Beach’s Consideration Score - whether someone would consider purchasing from the brand - also rose to 9.2, up from 7.1 at the start of the month.
It rose more among those looking to book a holiday this year. Among those who said they are likely or very likely to use a travel service in the next twelve months, the score rose to 14.7 at the end of the month, marking a 50 per cent increase on the start of the month.
