Kmart and Woolworths have taken out the top spots of consumer awareness with Christmas advertising, according to YouGov BrandIndex.
Data November 14-27 shows Woolworths enjoyed the highest score for Ad Awareness (percentage of consumers who recall seeing their ads in the past two weeks).
Woolworths ads reached 61.1%, followed by Coles (56.8%), Aldi (46.1%) and IGA (24.2%).
Celebrate the Little Things That Make Christmas Special, launched by Woolworths last month, follows school children dressed up as various foods – shrimps, carrots, strawberries – travelling to a Christmas party, where they perform in costume
before feasting with friends and family on a festive spread.
Woolworths also received the most WOM (Word of Mouth) Exposure at 39.4%, followed again by Coles (34.7%), Aldi (30.9%) and IGA (13.2%).
Discount supermarket chain Aldi secured the most positive awareness with its Go Big on the Little Things’Christmas campaign. Aldi received a Buzz score (difference of all positive and negative buzz) of 31.6. Woolworths scored a 17.0, followed by IGA (16.2) and Coles (7.8).
YouGov also revealed the department stores that are dominating the market this Christmas season.
YouGov BrandIndex data from November 14-27 shows that Kmart has taken out the top spot for Ad Awareness (43.8%), ahead of BIG W (38.6%), Target (24.8%), Myer (17.8%) and Kogan (10.1%).
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.