October 31st, 2022, Clifton Mark
October’s US advertisers of month are Humana, Hershey’s and Mucinex. These brands registered large increases in Advertising Awareness that month, which is a measure of how many consumers have seen an advertisement for a given brand in the past two weeks, as tracked by YouGov BrandIndex.
Health insurer Humana saw the largest spike in Ad Awareness in October, rising from 11.3% to 15.8% for change of four-and-a-half percentage points. Humana has been expanding its role as a primary care provider for the elderly and the rise in Ad Awareness could be related to the current open enrollment period for Medicare plans, which began on October 15 and runs until Dec. 7.
Chocolate Giant Hershey’s surged 4.1 percentage points in Ad Awareness, moving from 16.4% to 20.5%. This change could be related to the run-up to Halloween, a big season for makers of candy and chocolate.
Mucinex, the cold and flu medicine, rose in Ad Awareness from 16.6% to 20.7%. This surge may be linked to the onset of Autumn and flu season.
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Methodology: YouGov 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?” Data from surveys of adults aged 18 years and above residing in the US from September 26 and October 25, 2022. Ad Awareness scores are based on a four-week moving average. The change in scores for each brand is calculated by taking the difference between the highest and lowest scoring days within the period. Learn more about BrandIndex.