October 5th, 2023, Bhavika Bansal
Data from YouGov BrandIndex - which monitors consumer perceptions toward brands daily – reveals the brands that made the biggest gains in Ad Awareness in the US for the month of August 2023. Notably, the top spots are occupied by popular lottery brands Mega Millions and Powerball, followed by the NFL Network. 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 Mega Millions secured the top spot with a rise of 9.2 points in its Ad Awareness score this month. It jumped from 27%% on July 26 to 36.2% on August 17. The August 8 drawing of the Mega Millions jackpot witnessed one lucky Floridian win the USD 1.58 billion jackpot - the largest prize in the game's history - after purchasing the winning ticket at Publix, Neptune Beach and beating the 1 in 302.6 million odds of winning the multistate game. The retailer who sold the winning Quick Pick ticket will also receive a USD 100,000 bonus commission for selling the jackpot-winning Mega Millions ticket. Notably, this series of Mega Millions jackpot rollovers generated more than $73.4 million for education in Florida.
In second place, Powerball saw its Ad Awareness score improve by 7.1 percentage points. Its score rose from a minimum of 30.3% on July 26 to a maximum of 37.4 % on August 15. In the on-going Powerball jackpot saga, the lottery's jackpot - which has not been won since July - continues to climb with no players having matched all six numbers, pushing the value of the jackpot to a little more than USD 1 Billion. Interestingly, this roll over makes it the sixth time in 15 months that the Powerball jackpot has crossed the 1 billion mark - there have only been 8 jackpots over USD 1 billion across Powerball and Mega Millions, ever, of which five have been won in the last 14 months.
Rounding up the top three Advertisers of the Month for August 2023 is the NFL Network. The brand saw its Ad Awareness score move up 5.4 points, from 5.2% on July 26 to 10.6% on August 25. In a new campaign that tackles the conspiracy theory and memes that the league is scripted, the National Football League (NFL) celebrated the beginning of its 104th season with the "You Can't Make This Stuff Up" ad spot. Featuring Keegan Michael-Key as the "director" and some of the league's biggest names including Patrick Mahomes, Travis and Jason Kelce, Justin Fields, Kirk Cousins and even Donna Kelce, the mother of the Kelce brothers, two 60-second commercials see Key gathering the players to brainstorm "ideas" for the 2023 season. The NFL held its annual primetime kick-off game on September 7.
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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 July 26 to August 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.