US Advertisers of the Month for October : iPhone, Mucinex, and M&M’s

Key insights:

• iPhone recorded a 6.8-point rise in Ad Awareness between September 26 and October 25, supported by the rollout of the iPhone 17 series.
• Mucinex increased 6.4 points following the launch of its “Kickstart to Greatness” campaign promoting its cold and flu range.
• M&M’s rose 5.8 points during the same period, linked to Halloween activity, including its Crocs collaboration and Halloween Rescue Squad campaign.

iPhone, expectorant medication brand Mucinex, M&M’s registered the biggest increases in Ad Awareness for October 2025 in the US, according to data from YouGov BrandIndex. The Ad Awareness metric measures the percentage of consumers who have seen an advertisement for a brand in the past two weeks.

iPhone leads rising from 37.3 % on 26 September to 44.1 % on 25 October, an increase of 6.8 percentage points, driven by the ongoing rollout of the latest iPhone 17 series.

Mucinex follows with an increase of 6.4 percentage points, rising from 15.0 % on 27 September to 21.4 % on 25 October. The brand’s Ad Awareness growth can be linked to the launch of its new “Kickstart to Greatness” campaign on October 14, which promotes its cold and flu product line while supporting youth hockey mentors.

M&M’s rounds out the top three with a gain of 5.8 percentage points, going from 26.4 % on 26 September to 32.2 % on 25 October. The increase is tied to seasonal marketing activity around Halloween, including the launch of a limited-edition Crocs collaboration in early October and the return of the Halloween Rescue Squad, which offered free candy refills through GoPuff app on October 31.

Methodology:

YouGov BrandIndex tracks daily perceptions of thousands of brands. Ad Awareness is based on the question: “Which of the following brands have you seen an advertisement for in the past two weeks?” Scores are reported as percentages, derived from daily surveys of US adults. Data is weighted using a propensity scoring methodology with benchmarks from the American Community Survey (ACS) to ensure representation by age, gender, race, education, and region. Figures are shown as a four-week moving average between Sep 26 – Oct 25, 2025. The change in scores is calculated as the difference between the highest and lowest daily scores within the period.