DraftKings, Jack Daniel’s and Pfizer: US Advertisers of the Month for September 2024
DraftKings, Jack Daniel’s and Pfizer are America’s Advertisers of the Month for September 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 prior two weeks.
DraftKings leads the pack this month, rising from 22.8% to 29.4% for a gain of 6.6 percentage points. With the kickoff of the NFL season in early September, the fantasy sports and sports betting platform has capitalized on heightened interest in football, running multiple high-profile campaigns. These include TV spots starring Kevin Hart and Lebron James, which are based on the idea of James receiving an offer to play in the NFL.
Jack Daniel’s follows closely behind Draft Kings, with a 6.4 percentage point rise in Ad Awareness, from 13.8% to 20.2%. The brand has introduced the limited-edition “Heroes Selection” aimed at military personnel and a Jack and Coca-Cola Cherry canned cocktail.
Pfizer rounds out the top three, with a gain of 5.3 points in Ad Awareness, moving from 22.8% to 28.1%. As a pharmaceutical company, Pfizer’s rise in visibility may be linked messaging around updated COVID-19 boosters ahead of the winter season and reminders about flu vaccinations. The drug company has also been promoting their mobile app PfizerForAll.
Read about August'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 August 26 and September 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.