US Advertisers of the Month for November: Home Depot, Olay, and Alka-Seltzer
November’s top US Advertisers of the Month are Home Depot, Olay, and Alka-Seltzer. These brands posted the largest increases in Ad Awareness, a measure of how many American consumers have seen an advertisement for a brand in the past two weeks, as tracked by YouGov BrandIndex.
Home Depot leads with an Ad Awareness increase of 5.8 percentage points, rising from 36.7% to 42.5%.
As the holiday season kicks off, Home Depot has focused its advertising on seasonal decorations, tools, and home improvement solutions. With ads promoting Black Friday deals and DIY-friendly products, the brand has capitalized on a busy shopping month to boost visibility. Consumers gearing up for home improvement projects or holiday decorations likely contributed to this surge in awareness.
Olay follows with a 5.2 percentage point rise, moving from 20.9% to 26.1%.
Olay’s increase in Ad Awareness is likely tied to its recent campaigns, including this spot for skincare body wash. Ads emphasizing hydration and anti-aging products have resonated with consumers as colder weather prompts a focus on skincare. Additionally, Olay’s frequent presence in holiday gifting advertisements and promotions has kept the brand front and center for shoppers.
Alka-Seltzer rounds out the top three with a gain of 4.8 percentage points, rising from 8.2% to 13.0%.
The holiday season often brings indulgent meals and occasional overindulgence, making November a prime time for Alka-Seltzer to capture consumer attention. The brand’s Fizzy Chews got a big boost in recent ads highlighting its relief for heartburn, indigestion, and upset.
Read about October’s Advertisers of the Month.
Methodology:
YouGov BrandIndex collects data on thousands of brands daily. 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 comes from surveys of US adults aged 18 years and above, covering the period from October 26 to November 25, 2024. Ad Awareness scores are based on a four-week moving average, and changes are calculated by taking the difference between the highest and lowest scoring days within the period. Learn more about BrandIndex.