On the Beach TV ad hailed top festive campaign

Throughout December, ad awareness scores among consumers who said beach holidays were their preferred type of holiday increased sixfold, ending up with a final score of 14.5 compared to just 2.2 at the start of the month.

The ad boosted On the Beach’s awareness score, which asks whether someone is aware of the brand or not, among beach holiday fans by 11.3 percentage points giving the brand a score of 54.6 come the end of the month.

On the Beach’s consideration score, which asks whether someone would consider purchasing from a particular brand, also increased after the adverts were released, particularly among those looking to book a holiday for 2020.

Among all consumers, On the Beach’s consideration score increased to 9.2, up from 7.1 at the start of the month.

Among those who said they are likely, or very likely, to use a travel service in the next 12 months, the consideration score increased to 14.7 at the end of the month, up 50% on the start of the month.