Brand Tracker by DPG Media Advertising: What do Coca Cola, Dafalgan, Leffe and Rhinospray have in common?
What do Coca-Cola, Dafalgan, Leffe and Rhinospray have in common?
Today, brands are under pressure from a shifting macro- and micro-economic environment, changing consumer behaviour, digitalisation, and a relentless focus on short-term results. As a consequence, attention is drifting away from classic brand KPIs (such as brand awareness driving sales) towards purely performance-driven KPIs (such as sales value and sales volume).
At DPG Media Advertising, we firmly believe that media builds brands — and that those brands still need to be measured against brand KPIs. That is why our Research team is introducing the brand-new Brand Tracker by DPG Media Advertising. This monthly barometer takes a deep dive into consumer awareness and attitudes.
Why?
Building brand awareness and shaping consumer attitudes is a time-intensive process that demands a strategic approach.
"We want advertisers to have a full picture of their results — and ultimately of the effects of media." — Sylvie Van Hecke, Advertising Research Manager, DPG Media Advertising.
Because not every brand has access to this kind of insight, we make it easier by offering a standardised tool that will, over time, cover the most important sectors and brands. This allows brand and sector evolutions to be tracked, giving advertisers a clear understanding of the impact their media communications are actually making.
We want advertisers to be fully aware of their results — and ultimately of the effects of media.
Sylvie Van Hecke, Advertising Research Manager DPG Media Advertising
Sectors in the spotlight
For this first edition, we chose to take a closer look at six very different sectors across the North and South of our country: banks, nasal sprays, painkillers, soft drinks, strong beers and ice cream. For each sector, approximately 15 brands selected by DPG Media Advertising were analysed.
Methodology
Each month, 500 panel members per region are surveyed in an online study for each sector, in collaboration with Panel Inzicht — ensuring representativeness across age and gender.
Some striking figures by sector:
Nasal sprays sector: 33% of Flemish consumers and 36% of French-speaking consumers say they stick to the same brand, with 30% and 29% respectively buying a spray at least once a year.
Banking sector: this is the most loyal sector of all. More than 70% of Belgians never switch banks.
Painkillers sector: Dafalgan is not only the best-known brand in the sector — it is also the most purchased brand in the past year among 18–54-year-olds and among people with children.
Soft drinks sector: 38% of Flemish consumers and 39% of French-speaking consumers recently recall seeing a Coca-Cola ad, compared to 7% and 10% respectively for Pepsi.
Strong beers sector: Leffe has greater brand awareness among women. 30% of Flemish consumers and 28% of French-speaking consumers never buy strong blonde beers.
Ice cream sector: 44% of Flemish consumers and 39% of French-speaking consumers purchased Magnum ice cream at some point during the year.
Click here to view Brand Awareness by sector
General results from the first study
The first general results from the study show that Rhinospray, Dafalgan, Leffe and Coca Cola are the best-known and most leading brands in their sector, with total awareness both in the North and the South of the country.
On the other hand, consumer attitudes (brand attitude) towards Argenta, IJsboerke, KBC and Westmalle differ between the North and the South of the country. These brands have a different cultural history across the two regions, which means they are also perceived differently.
For each sector, the Brand Tracker also zooms in on ad recall — a measure of how memorable an ad is to an audience. It also offers insight into the most recent and next planned purchase in the sector. Finally, a number of general sector questions are asked, such as purchase frequency.
What's next?
The next Brand Tracker will cover the sectors of pet shops or websites, jenever, coffee, vitamins and dietary supplements, DIY shops or websites, and yoghurt.
Would you like to view the full study for a specific sector, or is there a sector you'd like to see covered? That's possible! Contact your dedicated sales representative via the button below to discuss the options.