March 5th, 2024, Clifton Mark
Apple Vision Pro, Budweiser and Reese’s are America’s Advertisers of the Month for February, 2024. 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.
Apple’s new Vision Pro mixed-reality headset or “spatial computer” was launched on February 2nd, with pre-orders starting on January 19th. Of course, the launch of an entirely new product category for the tech giant was accompanied by a major marketing campaign including this sci-fi-headgear mash-up and this spot, set to Supertramp’s “Dreamer.”
This push and the accompanying publicity reviews nearly tripled Apple Vision Pro’s Ad Awareness score. At the end of January, 5.8% of Americans reported having seen an ad for the headset in the prior two weeks. Three weeks later, 15.4% said the same.
Budweiser’s advertising team stampeded onto the Super Bowl with a new ad about old-school delivery. This campaign helped raise Ad Awareness for the beleaguered beverage brand from 21.7% to 30.6%. With a total gain of 8.9 percentage points, Bud is the second Advertiser of the Month for February.
The third highest gain in Ad Awareness in February was for the candy brand Reese’s, another Super Bowl advertiser. They used this TV spot to promote a new caramel-topped offering, as well as partnering with influencers such as Jason Kelce. These efforts gained them 8.2 percentage points of Ad Awareness, moving from 21.2% to 29.4%.
Read about January’s Advertisers of the Month.
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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 January 26 and February 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.