August 25th, 2023, Clifton Mark
The US Advertisers of the Month for July are Amazon, Amazon Prime and Powerball. This means that these brands showed the largest increases in Ad Awareness for the month. Ad Awareness measures how many consumers have seen an ad for a brand in the past two weeks.
Amazon’s ad blitz in the run-up to Prime Day was certainly noticed by American consumers, making Amazon Prime and Amazon two of America’s three Advertisers of the Month for July. At the beginning of July, 34.5% of consumers had seen an ad for Amazon Prime in the previous two weeks. By the end of the month, this had risen 11.5 percentage points to 46.0%.
Among the ads that consumers saw were two popular video spots called “Gourmet Guard” and “Separation” by Wieden+Kennedy London for the “It’s on Prime” campaign. These were accompanied by a series of shorter ads about the deals event.
However, Amazon’s promotions have not stopped with Prime Day. A newer series of ads promoting back-to-school shopping advises parents to “spend less on your kids.” For older students, Amazon also created a series of ads directed at college students equipping their dorm rooms. This is not to mention the retailer’s active TikTok account which jumps on trending memes. Amazon’s Ad Awareness rose 8.2 percentage points from 41.1% to 49.3%.
The Powerball lottery saw the third largest rise in ad awareness in July, moving from 23.2% to 30.2% Ad Awareness for a gain of seven percentage points. The lottery loomed extremely large in the national mind as the jackpot climbed to over $1 billion for the July 19 drawing.
Advertisers of the Month for June
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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 June 26 and July 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.