Key insights:

  • PowerBall tops September with a +9.7-point Ad Awareness jump, boosted by its $1.787 B jackpot.
  • Cracker Barrel rises +8.2 points after its brief, controversial rebrand.
  • Home Depot gains +6.8 points, driven by its fall “Decor Days” campaign.

September’s top advertisers in the US are PowerBall, Cracker Barrel, and Home Depot, each showing 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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PowerBall leads with a notable rise in Ad Awareness, moving from 30.1% on August 26 to 39.8% on September 22, an increase of 9.7 percentage points. This rise is likely due to the $1.787 billion jackpot in early September 2025, the second-largest in PowerBall history. The jackpot rolled over 41 times without a winner, making it one of the longest stretches on record.

Cracker Barrel follows with an increase of 8.2 percentage points, rising from 14.9% on August 26 to 23.1% on September 23. The brand’s Ad Awareness growth is likely linked to its August rebrand and logo change, which sparked widespread discussion and media attention before being reversed.

Home Depot rounds out the top three with a gain of 6.8 percentage points, increasing from 35.3% on August 29 to 42.1% on September 25. The brand’s Ad Awareness growth is likely driven by its fall ‘Decor Days’ event, which promotes seasonal home décor and holiday essential at discounted prices.

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 August 26 to September 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.

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