GEICO Takes Top Spot in Ad Awareness Ranking

Written By THE MARTIN AGENCY

Geico takes No. 1 spot on YouGov's first-ever 'Ad Awareness' ranking

by Kathryn Luttner

New survey reveals a gap between what brands spend and what viewers remember seeing.

With $1.28 billion spent on paid advertising in 2015, Geico doesn’t come close to cracking the list of the world’s 10 most prolific advertisers. But the insurance company with the famously quirky ads nonetheless grabbed the No. 1 spot in YouGov BrandIndex’s first-ever Ad Awareness Rankings, beating out bigger spenders like Verizon Wireless (No. 2) and AT&T (No. 4).

The new rankings are based on an always-on digital survey that poses a single multiple-choice question: Have you seen an ad from this brand within the past two weeks? Geico’s media spend indicates it should rarely have been the most popular answer. But the results suggest there is a gap between what viewers see and what they remember.

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THE MARTIN AGENCY

About The Martin Agency

We are a full-service creative agency with a proven ability in leveraging audience and cultural intelligence to build distinctive brands globally. We’re committed to fighting invisibility with ideas that permeate culture, work that drives results for our clients, and a culture our employees are proud of. From creating the beloved GEICO Gecko, to modernizing UPS, a 115-year-old brand, by making them relevant to a new generation of culture-shifters and entrepreneurs, to lighting the internet on fire with Solo Stove’s “Snoop Goes Smokeless” campaign, we’ve been behind some of the most significant brand transformations in history. We're creating steady buzz for brands like Papa Johns, OREO, CarMax, UPS and TIAA, to name a few. And as Ad Age’s Agency of the Year (2023), 2x Fast Company Most Innovative Companies (2023 and 2024) and back-to-back Adweek Agency of the Year (2020 and 2021), our momentum is only building. For more information, visit www.martinagency.com.

Media Contacts:
The Martin Agency | Katherine Sheehan | katherine.sheehan@martinagency.com

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