US Advertisers of the Month for December, 2024: Salvation Army, Temu, and St. Jude Children’s Research Hospital
December’s top US Advertisers of the Month are the Salvation Army, Temu, and St. Jude Children’s Research Hospital, each exhibiting significant increases in Ad Awareness as tracked by YouGov BrandIndex. Ad Awareness measures the percentage of consumers who have seen an advertisement for a brand in the past two weeks.
Salvation Army leads with a remarkable rise in Ad Awareness, moving from 11.1% to 21.2%, an increase of 10.1 percentage points. This surge can be attributed to the Salvation Army’s annual holiday campaigns, including the iconic Red Kettle Campaign, which kicked off this year during the Dallas Cowboys Thanksgiving Day game and included support from musician Lainey Wilson.
Temu follows with a 7.9 percentage point increase, rising from 29.2% to 37.1%. Temu’s growth in Ad Awareness can be linked to aggressive marketing strategies during the holiday shopping season, including bidding heavily on keywords used by competitors. Their advertisements across various media platforms have effectively captured consumer attention during this peak purchasing period.
St. Jude Children’s Research Hospital rounds out the top three with a gain of 6.5 percentage points, increasing from 41.2% to 47.7%. St. Jude’s annual Thanks and Giving campaign continues to play a pivotal role in this increase. The 2024 campaign features celebrities like Drew Barrymore, Lainey Wilson, and Jon Hamm, who lend their support to encourage donations during the holiday season. This widespread support and visibility have enhanced public awareness and contributions.
Read about November’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 is derived from surveys of US adults aged 18 years and above, covering the period from November 26 to December 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.