Key insights:

  • Amazon leads September with a +7.2-point Ad Awareness rise, boosted by its UK Upfront event and Netflix partnership.
  • iPhone gains +9.5 points following Apple’s iPhone 17 Series launch.
  • Virgin Atlantic climbs +5.1 points, supported by its “Free to Be Me” LGBTQ+ campaign.

September’s UK Advertisers of the Month are Amazon, iPhone, and Virgin Atlantic, each showing notable 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.

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Amazon rose from 26.5% on September 1 to 33.7% on September 25, an increase of 7.2 percentage points. The rise coincided with Amazon’s UK Upfront event promoting new advertising formats and its reach across Prime Video and retail media. On September 10, 2025, Amazon also announced a global partnership with Netflix, allowing advertisers to buy Netflix’s ad-supported inventory through Amazon’s DSP.

iPhone increased from 12.0% on September 9 to 21.5% on September 25, a gain of 9.5 points. The rise followed Apple’s product launch event, which introduced the iPhone 17, iPhone 17 Pro, iPhone Air, Apple Watch Series 11, Apple Watch Ultra 3, and new AirPods Pro.

Virgin Atlantic increased from a low of 7.9% on August 30 to a high of 13.1% on September 25, a gain of 5.1 points. The rise aligns with the launch of its new LGBTQ+ campaign, “Free to Be Me”.. Created in partnership with Attitude magazine, the campaign includes branded content and aims to support and celebrate LGBTQ+ travellers.

Methodology: 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?” and delivered as a percentage. The data is based on the interviews of British adults aged 18+ between 26 August and 25 September 2025