November 22nd, 2023, Clifton Mark
iPhone, FanDuel and Liberty Mutual are America’s Advertisers of the Month for October 2023. This means that these brands showed the largest increases in Ad Awareness for the month of all the brands we track in BrandIndex. Ad Awareness measures how many consumers have seen an ad for a brand in the past two weeks.
Apple announced the new iPhone 15 family on September 12 and have supported the release with a barrage of video ads introducing the new handsets as well as touting specific features, such as the new titanium casing on the Pro and Pro Max models, the handsets’ gaming capabilities and portrait-shooting features. To promote the video-capabilities of the smartphone, Apple used the new iPhone to shoot a company event and a music video starring singer Olivia Rodriguez.
These ads helped raise iPhone’s Ad Awareness score from 39.6% to 47.6% in October, meaning nearly half of all Americans had seen an iPhone ad in the past two weeks in October.
October is FanDuel’s second consecutive month on this top-three list. In October, Ad Awareness for FanDuel has risen another 6.6 percentage points to 25.3%. Relative to the company’s initial Ad Awareness score, this is by far the biggest rise of the three brands featured this month.
In September, a series of “cherish football” spots, made by Wieden+Kennedy, NYC helped propel the online betting brand into the public consciousness. The end of September also saw the launch of a new installment of the “winning is undefeated” campaign, run by the Mischief USA agency, which is helping to keep the brand in the public eye.
LiMu the emu and human sidekick Doug are back with a series of short video spots for Liberty Mutual Insurance. The ongoing retro-themed ad series is handled by Goodby, Silverstein & Partners. They helped move Liberty Mutual from 36.6% Ad Awareness to 43.0%, a gain of 6.4 percentage points. Copper Giants, the in-house agency handles “truth-teller” campaign.
Advertisers of the Month for September, 2023
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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 September 26 and October 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.