July 14th, 2023, Clifton Mark
The US Advertisers of the Month for June are Liberty Mutual, Chase and Jack Daniel’s. This means that these brands showed the largest increases in Ad Awareness for the month. Ad Awareness is a measure of the proportion of consumers that have seen an advertisement for a given brand in the past two weeks.
America’s overall Advertiser of the Month is sour mash whisky brand, Jack Daniel’s, which moved from 11.4% Ad Awareness to 16.7%. This amounts to a 5.3 point improvement. The rise in awareness may be partly a halo effect from other news stories involving the whisky brand. For example, in a well-publicized decision, the US Supreme Court sided with Jack Daniel’s against a maker of a poo-themed dog toy shaped like the famous whisky bottle. But the Bud Light Mulvaney controversy has also spilled over to the spirits-maker, which has recently come under fire for an older ad campaign involving drag queens.
Chase moved from a monthly low point of 17.4% Ad Awareness on May 29 to 22.2% on June 18, improving 4.8 points. This may be due a series of popular TV spots starring comedian Kevin Hart and various NBA players about Chase cashback cards.
Liberty Mutual’s ad team also had a good month in June, seeing the brand rise from 35.4% Ad Awareness to 40.2% for a gain of 4.8 percentage points. This boost may be related to a strong video ad campaign including LiMu the Emu and Doug as well as this short spot which pokes fun at the way that older Americans use their mobile phones.
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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 United States from May 26 and June 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.