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 UK 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.
