US Advertisers of the Month for November: Humana, Walmart, and Starbucks

Key insights:

• Humana tops U.S. Ad Awareness, driven by its health-focused “Invite” campaign and presence at the Oasis Health Expo.
  
• Walmart’s festive “WhoKnewVille” ads helped boost its Ad Awareness by 6.6 points, showcasing broad holiday offerings.
  
• Starbucks gained 5.9 points in Ad Awareness following the launch of its “Drawn Together” holiday campaign and seasonal drink lineup.
  

November’s top U.S. Advertisers of the Month are Humana, Walmart, and Starbucks, each showing notable gains in Ad Awareness as measured by YouGov BrandIndex. Ad Awareness measures the percentage of consumers who have seen an advertisement for a brand in the past two weeks.

Humana leads this period with an increase of 7.1 percentage points, moving from 13.6% on October 26 to 20.8% on November 25. The rise aligns with its “Invite” campaign, which featured pickleball pop-up events at malls, offering court play and health resources for older adults. The brand also activated at the Oasis Health Expo 2025, hosting the “Humana Whole Health Pavilion” to promote wellness and plan awareness.

Walmart follows with an increase of 6.6 percentage points, rising from 43.7% on October 26 to 50.3% by November 25. The lift aligns with the launch of its “WhoKnewVille” holiday campaign, an extension of its “Walmart. Who knew?” ad campaign. The campaign featured a Dr. Seuss-inspired creative concept across media platforms showcasing Walmart’s broader holiday offerings amid low prices.

Starbucks posts a 5.9point increase, rising from 35.9 % on October 31 to 41.8% on November 25. This upswing aligns with the launch of its 2025 holiday campaign, “Drawn Together” centered on new holiday cups and seasonal offerings. In parallel, Starbucks rolled out its 2025 holiday menu with limited time drinks and merchandise.

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 26 Oct – 25 Nov 2025. The change in scores is calculated as the difference between the highest and lowest daily scores within the period.

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