US Ad of the Month: Which brands made it to the top in January 2023?
February 10th, 2023, Bhavika Bansal

US Ad of the Month: Which brands made it to the top in January 2023?

According to data from YouGov BrandIndex - which monitors consumer perceptions toward brands daily – Planet Fitness, Nutrisystem and HelloFresh made the biggest gains in Ad Awareness in the US for the month of January 2023. Ad Awareness asks consumers if they have seen an advertisement for the brand in the past two weeks, and the difference between a brand's low and high scores for the month determines our Advertisers of the Month.

YouGov's monthly analysis indicates that Planet Fitness secured the top spot with a rise of 9.9 points in its Ad Awareness score this month. It jumped from 14% on December 26 to 23.9% on January 25. In a bid to capitalise on New Year's exercise resolutions and promote fitness as an energy booster, Planet Fitness's 'Don't bring your Low E to 2023' campaign seeks to offer a solution to low energy and fatigue. The campaign, which parodies typical American prescription drug commercials, also includes a radio spot, an out-of-home activation in New York City and ’Low E home test kits’.

In second place, the American weight loss products and services brand Nutrisystem saw its Ad Awareness score improve by 8.5 percentage points. Its score rose from a minimum of 11.3% on December 26 to a maximum of 19.8% on January 25. Nutrisystem recently introduced Complete 55, a comprehensive weight loss plan for women aged 55 and above, in collaboration with its long-time ambassador, Marie Osmond. The brand also launched the new Nutrisystem for Men FUEL Protein Shake as an addition to its Nutrisystem for Men program which, along with Nutrisystem Hearty Inspirations Lunches, now put a greater emphasis on protein.

Rounding up the top three Advertisers of the Month for January 2023 is HelloFresh. The German meal-kit company saw its Ad Awareness score move up 6.8 points, from 19.4% on December 27 to 26.2% on January 24. HelloFresh SE is a global food solutions group and meal kit company. The HelloFresh Group consists of six brands - HelloFresh, EveryPlate, Green Chef, Chefs Plate, Factor and Youfoodz - which operate across 18 international markets. Out of these, HelloFresh, EveryPlate, GreenChef and Factor - which was acquired by HelloFresh in 2020 - operate in the US. Recently, the ready-to-eat meal delivery service Factor announced its expansion to Ontario supported by Hello Fresh.

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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 December 26, 2022 to January 25, 2023. 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.