U.S. Advertisers of the Month are American Eagle, NFL Network, and Head & Shoulders, 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.

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American Eagle leads with a notable rise in Ad Awareness, moving from 5.9% on July 26 to 21.5% on August 25, an increase of 15.6 percentage points. This surge coincides with two major marketing initiatives. First, in late July, the brand launched its “Sydney Sweeney Has Great Jeans” campaign, which gained national attention, both positive and critical across social media and press outlets. Then, in late August, American Eagle unveiled a new collaboration with Travis Kelce’s fashion label, Tru Kolors.

NFL Network follows with a 7.2- percentage point increase in Ad Awareness, moving from 6.1% to 13.4% between July 26 and August 25.

The lift aligns with several programming initiatives during this period. On July 26-27, the league held its annual Back Together Weekend, accompanied by extended Inside Training Camp coverage across NFL Network. The channel also broadcasted 21 live preseason games in this month along with the NFL Top 100 player countdown.

Head & Shoulders rounds out the top three with Ad Awareness climbing from 20.6% to 26.7%, a 6.1-point rise between July 28 and August 21. The window overlaps with P&G’s national “Back to School” rebate that included Head & Shoulders which could have increased in-store and deal-site visibility.

Methodology: YouGov BrandIndex collects data on thousands of brands every day. Ad Awareness is based on asking: “Which of the following consumer brands have you seen an advertisement for in the past two weeks?” The data reflects a four-week moving average covering the period from June 26 to July 25, 2025, among US adults aged 18+. The change is calculated as the difference between the lowest and highest scores within that window. Learn more about BrandIndex.