Nearly every major retailer with the largest consumer ad awareness took significant jumps since Black Friday, but those numbers are still considerably behind last year, according to YouGov BrandIndex, the only daily brand consumer perception research service.
YouGov BrandIndex reported just before Black Friday that ad awareness among top retailers trended downward since the same time one year ago.
As we head toward the concluding days of holiday shopping season, retailers have hit the gas pedal: Walmart increased from 48% ad awareness among consumers just before Thanksgiving to 53% currently, maintaining its lead among rivals, but still nearly 8% behind one year ago. Target retains its number two spot, jumping from 42% to 46%, yet also 8% behind last year.
In the final stretch, Best Buy leapfrogged Amazon to take third place, going from 30% to 39%, yet nearly 7 percentage points lower than last year.
The three retailers which increased their ad awareness by the largest numbers since Black Friday: Old Navy, Macy’s, and Toys “R” Us, all up by 11%.
Only two retailers have not dropped by a statistically significant measure since one year ago: Old Navy and Toys “R” Us.
YouGov BrandIndex crunched its daily Ad Awareness data on 23 of the country’s largest retailers, asking this question to respondents age 18 and over: “Which of the following brands have you seen an advertisement for in the past two weeks?"