Planet Fitness, Jenny Craig, Nature Made: America’s Advertisers of the Month for January 2024

With the holidays done, ‘tis the season to get back into shape and think about one’s health. January’s US Advertisers of the Month - Fitness, Jenny Craig and Nature Made - reflect that. Advertisers of the Month are brands that show the largest monthly increases in Ad Awareness, a measure of how many consumers have seen an ad for a brand in the past two weeks.

Planet Fitness rang in the new year in Times Square with their new celebrity spokeswoman Megan Thee Stallion. This was part of an ad blitz that, at its peak, showed an ad to one of every four Americans (25%) in a two-week period. Megan also plays “Mother Fitness” in a TV ad which decries toxic fitness culture.

Briefly out of business early in 2023, Jenny Craig is back! At least that’s what the weight-loss program’s TV ads and celebrity partners are saying. These promotions have helped raise the diet brand’s Ad Awareness from 5.0% to 14.3%.

Vitamin brand Nature Made is America’s third Advertiser of the Month for January, moving from a 10.2% Ad Awareness to 17.9%. Along with regular promotions within the retail spaces in which the supplements are sold, Nature Made also takes advantage of influencer partnerships on social channels.

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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, 2023, and January 25, 2024. 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.