December 7th, 2022, Clifton Mark
November’s US advertisers of the month are Fitbit, Golden Corral and Duracell, meaning they each had a large increase in Advertising Awareness as tracked by YouGov BrandIndex for this month. Ad Awareness is a measure of the proportion of consumers who have seen an advertisement for a given brand in the previous two weeks.
Fitbit, the maker of wearable fitness trackers, is now owned by Google. Its Ad Awareness score rose steadily from 9.5% to 14.7% in the month of November. This may be linked to several recent video ads, including a series called “My Fitbit Story” which includes athletes and influencers explaining how they use their Fitbit. The spike may also be related to extensive discounts on sale days such as Black Friday and Cyber Monday, as well as the launch at the end of September of the new Fitbit Versa 4.
Restaurant chain Golden Corral also performed well over our window. At the end of October, 7.5% of respondents reported seeing one of their ads in the past two weeks. By the end of the reporting period, that was up to 12.5% for a bump of five points. The performance could be linked to the brand’s holiday marketing campaigns, which included launching a new commercial at the end of October. From Halloween to January 8, the restaurant chain will be offering holiday favourites such as ham, turkey and pumpkin pie at its buffets and as takeout. In addition to this, Golden Corral also offered free meals to military service members for Veteran’s Day on November 14.
Duracell is our third advertiser of the month for November, rising 4.7 points from 16.2% to 20.9% Ad Awareness. This boost coincides with the battery-maker’s holiday campaign which features a nostalgia-powered TV ad and mixes old home movies and new footage of Christmas morning scenes. The ad shows children opening gifts and playing with toys running on Duracell batteries. This commercial is paired with a Twitter tournament bracket for “The Most Awesome Battery-Powered Toy Of All Time” including classics from the 1980’s and ‘90s, like Simon, Gameboy and Furby.
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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 adults in the US aged 18+ between October 26 and November 25, 2022. Learn more about BrandIndex.