Guinness, Secret and The General: US Advertisers of the Month for March 2024

Guinness, Secret and The General car insurance are America’s Advertisers of the Month for March 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.

On March 6, just ahead of St. Patrick’s Day, the iconic Irish beer brand released this commercial featuring Jason Momoa, in which the action star discovers he’s two percent Irish. Since then, Ad Awareness for Guinness has climbed six points from 10.2% to 16.2%. Momoa also co-directed the ad, which features some of his close friends and his mother.

Secret deodorant is the second Advertiser of the Month for March. The brand recently launched a new whole-body deodorant, which comes in three delivery methods: a gliding stick, a cream and a spray can. The brand has been promoting this new product with a series of video ads touting full-body 72-hour protection from unwanted body smells “from pits to bits.” These commercials helped raise Secret’s Ad Awareness score from 12.1% to 17.2%.

The General car insurance company is America’s third Advertiser of the Month for March, moving from 11.5% Ad Awareness to 16.0%, for a gain of 4.5 points.

Read about February’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 February 26 and March 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.