US Advertisers of the Month for January 2025: Trivago, PowerBall and Mega Millions
January’s US Advertisers of the Month are Trivago, Powerball, and Mega Millions, 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.
Trivago leads with a rise in Ad Awareness from 12.6% to 20.0%, an increase of 7.4 percentage points. This surge may be related to Trivago’s recent marketing campaign featuring renowned soccer coach Jürgen Klopp as their new global brand ambassador. The campaign began rolling out in key markets, including the US, around Christmas. The advertisements highlight the ease of finding ideal hotel deals using Trivago’s platform, resonating with consumers planning their 2025 travels.
Powerball follows with a 6.1 percentage point increase, rising from 23.5% to 29.6%. This growth in Ad Awareness is linked to heightened interest in lottery games during the holiday season, culminating in significant jackpots that attract widespread media coverage and public attention. The allure of substantial winnings during a festive period contributes to increased visibility for Powerball.
Mega Millions rounds out the top three with a gain of 5.7 percentage points, increasing from 27.3% to 33.0%. Like Powerball, Mega Millions experienced a surge in public interest due to escalating jackpots in December. Notably, the Mega Millions jackpot reached $1.22 billion ahead of the December 27 drawing, marking one of the largest prizes in the game’s history. The extensive media coverage and public discourse surrounding these record-breaking jackpots may have significantly boosted Mega Millions’ Ad Awareness.
Read about December’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 December 26, 2024, to January 25, 2025. 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.