During the same period (1 – 30 December), Yorkshire Tea’s Buzz score, which measures whether Britons have heard anything positive or negative about a brand in the past fortnight, rose from 8.6 to 13.3 (+4.7), while Impression, which measures whether Brits have a positive or negative impression of a brand, rose from 42.4 to 46.8 (+4.8).
Its Reputation score also rose from 27.1 to 31.7 (+4.6). while overall Index scores saw an improvement of five points – moving from 33.4 on December 1 to 38.4 by New Year’s Eve.
Whether Yorkshire Tea’s success can be attributed to the cumulative effect of the year’s advertising, a locked-down nation in need of a caffeinated coping mechanism, or something else entirely is not fully clear. What is clear is that December 2020 was a strong month for the brand – in terms of Ad Awareness and otherwise.
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