🧢 Coach T’s Recap
Recent Sources of Awareness shows which channels consumers recall seeing your brand in. It helps you understand which channels are actually contributing to brand awareness.
Brand awareness tells you how many people know your brand. Recent Sources of Awareness helps you understand how they came to know it.
You may be investing across paid, owned, and earned channels. But spend alone does not guarantee that people are noticing your brand. This report shows which channels consumers actually remember encountering you in.
That distinction matters. Channels that look strong on a media plan may not be the ones building mental availability.
What does this look like in practice?
Recent Sources of Awareness is a paid module and captured in the survey by asking:
Where have you seen or heard about [Brand Name] recently? (Please select all that apply.)
Channels are customized to reflect where your audience is active. This typically includes 10-12 options such as:
Social media
Online video
TV
Search
In-store
Word of mouth
Influencers
PR or editorial coverage
Podcasts
Other
I can’t remember
This question is typically asked only for your brand, not competitors, and helps you answer questions like:
Which channels are actually building awareness?
Are paid channels driving recall, or is awareness coming from earned and organic sources?
Are we over-investing in channels that aren’t driving recall for our brand?
You may discover that a channel receiving significant spend has low recall, while another channel is punching above its weight. These insights can help you refine media allocation and creative strategy.
Where to find this in Tracksuit
Recent Sources of Awareness is available in the Training Ground section of your dashboard.
When is this useful?
Recent Sources of Awareness is especially valuable when you want to understand channel effectiveness beyond media metrics.
What you can do | What this unlocks for you |
Map channel effectiveness | Identify which touchpoints (paid, owned, earned) drive brand awareness. |
Optimize media allocation | Ensure budget is spent on placements that are grabbing consumer attention. |
Differentiate paid vs. earned impact | Understand whether awareness is driven by advertising or organic buzz |
Improve messaging & creative performance | Double down on what resonates with consumers and refine underperforming messaging. |
Want to track Recent Sources of Awareness?
Reach out to your Brand Champ to discuss whether this paid module aligns with your brand’s stage and goals. Recent Sources of Awareness is typically most valuable for established brands with at least 20% awareness in their market.