From June 26 to July 25, State Farm, Liberty Mutual, and Amazon Prime saw the biggest gains in Ad Awareness, according to YouGov BrandIndex. Ad Awareness tracks the percentage of US adults who say they’ve seen an advertisement for a brand in the past two weeks.

Explore YouGov BrandIndexGet in touch

State Farm takes the top spot with the biggest increase in Ad Awareness, climbing from 34.1% to 41.6%, a 7.5-point rise. This growth may be related to the brand’s ongoing “From the Logo” campaign featuring WNBA star Caitlin Clark, which continued to air across major sports broadcasts in June and July. The ad’s sports-focused message, along with Clark’s rising popularity, likely helped keep State Farm top of mind.

Liberty Mutual follows with a 6.6-point jump, rising from 34.2% to 40.8% over the period. The insurance provider may have benefited from new placements of its humorous ads featuring LiMu Emu and Doug, which highlight customizable policies with a comedic spin. Liberty Mutual has also remained consistent in its media spend and presence across both digital and TV channels.

Amazon Prime rounds out the top three with a 6.3-point increase, going from 41.0% to 47.3%. The lift in awareness likely ties into the lead-up to Prime Day 2025, which was expanded to four days for the first time and promoted widely throughout late June and early July. The campaign included previews of deals, themed shopping days, and increased email and app engagement.

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 and over, covering the period from June 26 to July 25, 2025. Ad Awareness scores reflect a four-week moving average, and changes are calculated by taking the difference between the highest and lowest scoring days within that period. Learn more about BrandIndex.