US Advertisers of the Month for May 2025:Tempur-Pedic, Dior, and MONOPOLY GO!
May’s top US advertisers—Tempur-Pedic, Dior, and MONOPOLY GO!—each saw big increases in Ad Awareness, according to YouGov BrandIndex. Ad Awareness measures the percentage of consumers who have seen an advertisement for a brand in the past two weeks.
Tempur-Pedic leads with a 5.1-point rise in Ad Awareness, moving from 8.4% to 13.5%. This uptick may be related to the brand’s Memorial Day promotions, which offered significant discounts on various mattress models and adjustable bases. The extended sale period, running through early June, likely contributed to increased visibility.
Dior follows closely with a 5.0-point increase, from 9.9% to 14.9%. The brand’s strong presence on the Cannes red carpet may have helped contribute to this rise. Dior’s Spring-Summer 2025 campaign, inspired by Amazonian warriors, may have also contributed to the uptick.
MONOPOLY GO! rounds out the top three with a 4.9-point gain, increasing from 13.6% to 18.5%. This rise may be related to in-game as well as crossover promotions, such as offering a Princess Leia token for May the 4th. The hit game recently passed $5b in revenues.
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.