US advertiser of the month (November): Pillsbury

Just in time to kick off the holiday season, Pillsbury is the brand with the biggest increase in Advertising Awareness for November 2021. The baked goods company registered an uplift of +6.7 percentage points in the share of Americans who saw an ad for the brand throughout the month.

According to YouGov BrandIndex, which tracks perceptions toward brands on a daily basis, roughly one in five US consumers (19.7%) say they saw an ad for the brand by Thanksgiving. Pillsbury's Ad Awareness score this month indicates its brand penetration and marketing reach grew significantly in the lead up to one of the United States’ major holidays.

YouGov data reveals that Pillsbury’s Buzz score also trended upward in the week leading up to Thanksgiving. Buzz measures the sentiment regarding conversations around a brand and Pillsbury's growing Buzz score means that a greater share of consumers are saying positive things about the brand to their friends and family or hearing something positive in ads or the news.

Duluth Trading Company (+6.5 percentage points) is the runner-up this month recording the next highest uplift in Advertising Awareness.

Methodology: BrandIndex collects data on thousands of brands every day. A brand’s Ad Awareness score is based on the question: “Which of the following consumer brands have you seen an advertisement for in the past two weeks?” and delivered as a percentage. The data is based on the interviews of US adults aged 18+ between October 26 and November 25, 2021. Learn more about BrandIndex.