Tesco brand shouts loudest! Ipsos MRBI research on advertising saliency in August in 2017 shows retail and telecoms brands dominate

In August, Tesco’s advertising was the most salient in the Irish market, driven by the powerful ‘Family Makes Us Better’ campaign. Tesco is having to compete with significant investment from the discount retailers who are also cutting through with their advertising. In particular, Lidl has caught the attention of shoppers with their Trolleycam Stars.

Vodafone leads the telecoms charge. The brand has been active all year, but ‘Make Summer Your Festival’ and ‘There’s No Place Like A Vodafone Home’ probably driving a strong performance in August.

To compile BrandShout, Ipsos MRBI asks a nationally representative sample of Irish adults to recall which brands they recall seeing or hearing any advertising for recently. Interviewing is conducted by telephone to avoid any methodological bias.

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