YouGov’s advertisers of the month for the US include Lucky Charms, Claritin, and SingleCare
In YouGov’s monthly analysis, two consumer goods brands and one health tech company registered the most notable increases in terms of advertising penetration in the US.
According to YouGov BrandIndex, which tracks perceptions toward brands on a daily basis, roughly 11% of all US adults said they saw an ad for Lucky Charms at the beginning of March. The cereal brand released the origin story for its brand mascot Lucky the Leprechaun in February and saw its Ad Awareness score – YouGov’s measure of the share of consumers who saw an ad for a brand in the last two weeks – rise steadily in the lead up to St. Patrick’s Day. By the end of March, roughly 17% of all US adults saw an ad for Lucky Charms.
Spring is now in bloom, bringing along airborne allergens such as grass, trees and weed pollen. The changing season may explain why antihistamine drug Claritin’s Ad Awareness score has grown by 4.2 points since March began.
Several news articles also circulated in March on the potential benefit of over-the-counter antihistamines in relieving long-term COVID-19 symptoms following a medical study released in February. The medical report came from researchers at the University of California, Irvine, and provided anecdotal evidence of two middle-aged women who took antihistamines for unrelated allergies and said the lingering effects of their COVID-19 symptoms improved after doing so.
Online health tech brand SingleCare saw a spike in its Ad Awareness in March following several partnership announcements. The company offers prescription discounts and coupons to customers and works with 35,000 pharmacies in the US including major brands such as Kroger, Harris Teeter, Rite Aid Walgreens, geniusRX and CVS.
SingleCare recently partnered with DrOwl, a platform enabling users to access and share medical records, with the goal of helping customers get lower-cost prescriptions and transparency in drug pricing. SingleCare’s marketing activity in March also includes promoting its discounts with non-profit United Way Worldwide – specifically Middlesex United Way – and highlighting how it helped Connecticut residents save more than $1 million on prescription medications over the last decade.
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?” Ad Awareness scores are delivered as a percentage. The data is based on the interviews of US adults aged 18+ between February 28 and March 26, 2022. Learn more about BrandIndex.