For the 12 months to February 2012, 77% of new car intenders said they had seen or heard of a Ford ad recently, 20% points above the average for the volume brands. This leaves Ford ahead of the next most recalled brands, local rivals Holden & Toyota.
Ad Recall – Volume Brands
Source: Roy Morgan Single Source (Australia) March 2009 –February 2010 n=5,688 & March 2011 – February 2012 n=6,043 (New car intenders next 4 years). *Ad Recall = “Which makes have you seen or heard advertised recently?” **Change from 2010.
Norman Morris, Industry Communications Director, Roy Morgan Research, says:
“Ford, Holden and Toyota remain the most recalled brands, although Toyota has declined by 5% points over the last 2 years. With many of the Japanese manufacturers forced to cut their ad spend as a result of the March 2011 Tsunami & earthquake, it’s not surprising to see that Ad recall for the Japanese brands is down across the board. Of the volume brands, Volkswagen has been the major mover, increasing from 40% in 2010 to 50% in 2012 – equating to approximately 300,000 additional new car intenders recalling a Volkswagen ad in the recent term.
“With so many automotive brands available to choose from, multiple new or face lifted models hitting the market each month and budgets tightening – memorable, targeted communication is increasingly vital. When linked with a brands media spend, this advertising recall figure can be used to give an indication of the advertising effectiveness of each brands campaigns. If a brand is spending millions of dollars on media and creative, but unable to improve their ad recall figure amongst their target market, we can assume that the message is either having cut through issues, or is being ‘lost’ amongst the highly saturated advertising landscape.
“Brand leakage is an issue that many brands face when trying to create memorable ads. There is little or no point in spending dollars on creative and media, having the target market remember the ad, but associating the incorrect brand or model to the ad.
“Roy Morgan’s advertising recall metric is an effective top line indicator to alert brands to potential issues in creative message or media placement.”
To learn more about automotive intentions for the different vehicle types, view our Automotive Currency Report, which covers intentions to purchase new vehicles, future intentions and recent sales, loyalty and satisfaction, brand health, automotive attitudes, car servicing and use of the internet for vehicle related content.
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