GEICO Takes Top Spot in Ad Awareness Ranking

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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