Ad awareness a ‘pivotal metric’ driving brand consideration, study finds

A new study commissioned by Thinkbox finds 17% of brand consideration is driven by ad awareness.

· Marketing Week

By Katie Matthews 6 Oct 2026 12:01 am

We recommend activating Javascript in your browser.

Not yet a subscriber?

Buy today to continue reading

Recommended

Marketing News | Marketing WeekAll the latest marketing news, including updates on big brand campaigns, daily round-ups and killer stats.26 Jun 2019Thinkbox CMO to step downAndrew MacGillivray has been at Thinkbox since its inception in 2005, and has led marketing at the organisation since 2011.13 Sep 2026Niamh Carroll | Reporter, Marketing WeekNiamh is a reporter for Marketing Week, covering FMCG, food and drink, utilities and travel.30 May 2022Go.Compare on evolving beyond ‘irritating’ advertising to drive preferenceGo.Compare enjoyed high levels of awareness, thanks to its famous brand mascot and operatic jingle, but this wasn’t converting into preference and revenue.25 Sep 2026Most B2B marketers see value in ‘emotional storytelling’Emotion is a hallmark of effective brand building, according to 85.8% of B2B marketers, second only to demonstrating a strong positioning.21 Sep 2026Charlotte Rogers | Associate Editor at Marketing WeekCharlotte Rogers is associate editor at Marketing Week. She is responsible for all long-form content, covering features and analysis.20 Oct 2016