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Aided awareness fell ~5–6 points in the Q3 Repositioning campaign — two vendors agree.
Evidence · 2 studies · 2 vendors
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Aided awareness · lift %
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Change the KPI, audience, or time range. Open a card to see how it was reached and the studies behind it. Everything here is Sonaflo, on Velora Motors’s 11 studies — then picture your own.
Aided awareness
Total audience, as each vendor reported it · relative lift · 4 vendors
- Most recent
- -13.0%
- Versus a year earlier
- Best period
- 17.0%
DISQO · Jul 2026
vs 3.5%, DISQO · Apr 2025
Upwave · Jun 2026
Insights
AI-generated from Velora Motors’s studies. Open a card to see how it was reached and which studies it cites.
WarningAided awareness fell ~5–6 points among all adults in the Q3 2026 Repositioning campaign (Nielsen & DISQO agree)Both Nielsen and DISQO measured a statistically significant negative lift in aided awareness for the 'All' audience in the Q3 2026 Repositioning campaign: –5.2 pts (Nielsen, exposed 41.1% vs. control 46.3%) and –6.3 pts (DISQO, exposed 42.1% vs. control 48.4%). Two independent vendors recording the same directional decline with significance makes this a high-confidence finding. The repositioning creative may be suppressing awareness among the general population even while it lifts specific sub-segments.
Why am I seeing this?
Nielsen study c6636655: awareness_aided, All, lift_absolute = –5.2, significant = true. DISQO study 0fe5fc1a: awareness_aided, All, lift_absolute = –6.3, significant = true. Both studies share the same campaign name and date (2026-07-02). Direction and magnitude are consistent across vendors.
Generated by Sonaflo · 2026-07-23
WarningBrand favorability is down ~3–4 points among all adults for Q3 2026 Repositioning — confirmed by both vendorsNielsen shows favorability among 'All' at –3.2 pts (exposed 50.0% vs. control 53.2%, significant) and DISQO shows –3.5 pts (exposed 49.3% vs. control 52.8%, significant) for the same Q3 2026 Repositioning campaign. The negative shift is statistically significant in both studies and directionally identical, indicating the campaign is actively eroding brand sentiment at the population level. This warrants urgent creative or messaging review before the campaign runs further.
Why am I seeing this?
Nielsen study c6636655: favorability, All, lift_absolute = –3.2, significant = true. DISQO study 0fe5fc1a: favorability, All, lift_absolute = –3.5, significant = true. Same campaign, same date, two independent vendors — both negative and both significant.
Generated by Sonaflo · 2026-07-23
WarningIntent is down significantly in the Northeast for Q3 2026 Repositioning — both Nielsen (–4.9 pts) and DISQO (–5.8 pts) agreeThe Northeast audience showed a statistically significant decline in intent in the Q3 2026 Repositioning campaign: –4.9 pts per Nielsen (exposed 16.1% vs. control 21.0%) and –5.8 pts per DISQO (exposed 13.6% vs. control 19.4%). This is notable because the Northeast showed positive lifts on awareness and favorability in the same campaign, suggesting the creative drives recognition but actively suppresses booking or purchase intent in that region. The pattern may point to a message-to-action disconnect.
Why am I seeing this?
Nielsen study c6636655: intent, Northeast, lift_absolute = –4.9, significant = true. DISQO study 0fe5fc1a: intent, Northeast, lift_absolute = –5.8, significant = true. Both significant, same direction, same campaign and date.
Generated by Sonaflo · 2026-07-23
OpportunityMessage recall among Northeast adults is up +15–17 pts in Q3 2026 Repositioning — and both vendors agreeNielsen measured a +15.5 pt significant lift in message recall for Northeast adults (exposed 31.6% vs. control 16.1%, +96.3% relative), and DISQO measured +17.2 pts (exposed 32.5% vs. control 15.3%, +112.4% relative) — both statistically significant. This is the strongest and most consistent cross-vendor signal in the portfolio. The repositioning message is breaking through clearly in the Northeast even as overall metrics are negative, suggesting regional creative or media concentration may warrant amplification or be used as a model for other regions.
Why am I seeing this?
Nielsen study c6636655: message_recall, Northeast, lift_absolute = +15.5, significant = true. DISQO study 0fe5fc1a: message_recall, Northeast, lift_absolute = +17.2, significant = true. Same campaign, same date, both vendors, both significant.
Generated by Sonaflo · 2026-07-23
WarningAd recall is deeply negative for 18-49 Men in Q3 2026 Repositioning: –20.1 pts (Nielsen, significant) vs. –12.9 pts (DISQO, not significant)Nielsen reports a –20.1 pt significant decline in ad recall for 18–49 Men (exposed 15.2% vs. control 35.3%), while DISQO records –12.9 pts for the same segment (not statistically significant). The Nielsen result alone, with n_exposed = 33,097 and n_control = 48,995, is highly powered and significant. This means the campaign's creative is not registering — or is being actively misattributed — among one of the likely core target demographics for a repositioning effort.
Why am I seeing this?
Nielsen study c6636655: ad_recall, 18-49·M, lift_absolute = –20.1, significant = true, n_exposed = 33,097, n_control = 48,995. DISQO study 0fe5fc1a: ad_recall, 18-49·M, lift_absolute = –12.9, significant = false. Direction is consistently negative across both vendors; Nielsen result is statistically robust.
Generated by Sonaflo · 2026-07-23
OpportunityAd recall on desktop is exceptionally strong across multiple campaigns — lifts of +13 to +21.6 pts confirmed across four studiesDesktop consistently delivers some of the largest ad recall lifts in the portfolio: +13.0 pts (Nielsen, Q3 2026 Repositioning, significant), +21.0 pts (DISQO, Q3 2026 Repositioning, significant), +21.6 pts (Upwave, Cross-Channel Summer 2026, significant), and +16.7 pts (Kantar, Cross-Channel Summer 2026, significant). This cross-campaign, cross-vendor consistency suggests desktop placements are structurally effective for building ad recall for Velora Motors brands. Increasing desktop allocation in future campaigns is supported by the data.
Why am I seeing this?
Nielsen c6636655: ad_recall, desktop, +13.0 pts, significant. DISQO 0fe5fc1a: ad_recall, desktop, +21.0 pts, significant. Upwave c1b211e8: ad_recall, desktop, +21.6 pts, significant. Kantar d0a57f03: ad_recall, desktop, +16.7 pts, significant. Four independent studies across two campaigns and three vendors all show significant positive desktop ad recall lifts.
Source studies
Generated by Sonaflo · 2026-07-23
OpportunityPurchase intenders show +20.5 pt ad recall and +5.3–6.1 pt intent lift in Velora Vans Linear TV — confirmed by Nielsen and DISQOFor the 2025 Linear TV Category Defense campaign, the purchase_intender=yes segment delivered outsized results: Nielsen measured +20.5 pts ad recall (significant, exposed 58.1% vs. control 37.6%) and +5.3 pts intent lift (significant, exposed 25.3% vs. control 20.0%), while DISQO recorded +19.6 pts ad recall (significant) and +6.1 pts intent lift (significant). This segment is both highly responsive to the TV creative and already predisposed to act. Prioritizing this audience in future Linear TV buys could yield efficient conversion impact.
Why am I seeing this?
Nielsen b32fd2cb: ad_recall, purchase_intender=yes, +20.5 pts, significant; intent, purchase_intender=yes, +5.3 pts, significant. DISQO 03fa4d05: ad_recall, purchase_intender=yes, +19.6 pts, significant; intent, purchase_intender=yes, +6.1 pts, significant. All four cells significant, consistent across vendors.
Source studies
Generated by Sonaflo · 2026-07-23
WarningAd recall is significantly negative in the South for Cross-Channel Summer 2026 (Upwave –23.6 pts, Kantar –23.8 pts)Both Upwave and Kantar independently measured a ~24-point significant decline in ad recall for the South audience in the Velora SUV Cross-Channel Summer 2026 campaign: Upwave –23.6 pts (exposed 21.3% vs. control 44.9%) and Kantar –23.8 pts (exposed 19.6% vs. control 43.4%). The vendor agreement and large sample sizes make this a reliable finding. The campaign appears to have virtually no recall traction in the South, possibly due to media allocation, creative relevance, or competitive noise in that region.
Why am I seeing this?
Upwave study c1b211e8: ad_recall, South, lift_absolute = –23.6, significant = true, n_exposed = 44,222, n_control = 31,216. Kantar study d0a57f03: ad_recall, South, lift_absolute = –23.8, significant = true, n_exposed = 21,820, n_control = 27,442. Both significant, magnitudes nearly identical.
Generated by Sonaflo · 2026-07-23
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- 10Commissioned here. Cannot be withdrawn.
- Shared with this org
- 1Visible by grant. Access can end.
- Vendors
- 4
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