Measure aided or unaided brand awareness as a share of the surveyed target audience.
The awareness level is the share of total respondents surveyed that respondents aware of the brand represents, expressed as a percentage. The same figure is also shown per 1,000 and as a "one in every N" odds statement, which is easier to reason about when the rate is very small. Absolute counts hide scale — a rate normalises the number so you can compare periods, channels or cohorts of different sizes, where higher is better.
Brand Awareness
Brand Awareness = Respondents aware of the brand ÷ Total respondents surveyed × 100
Brand Awareness = Respondents aware of the brand ÷ Total respondents surveyed × 100 The awareness level is the share of total respondents surveyed that respondents aware of the brand represents, expressed as a percentage. The same figure is also shown per 1,000 and as a "one in every N" odds statement, which is easier to reason about when the rate is very small.
Absolute counts hide scale — a rate normalises the number so you can compare periods, channels or cohorts of different sizes, where higher is better.
This calculator takes 2 inputs: Respondents aware of the brand, Total respondents surveyed. The pre-filled defaults are a realistic starting point — replace them with figures from your own environment for a result you can act on.