Key insights:
- John Lewis saw the biggest Ad Awareness jump, driven by its festive “Where Love Lives” campaign aired across TV, digital, and cinema.
- Marks & Spencer rose 10.7 points in Ad Awareness by combining seasonal fashion promotions.
- Baileys gained 7.1 points in Ad Awareness following the launch of new alcohol-free dessert sauces and Black Friday supermarket promotions.
November’s United Kingdom Advertisers of the Month are John Lewis, Marks & Spencer, and Baileys, 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.
John Lewis leads with a rise in Ad Awareness, moving from 14.6% on October 28 to 30.7% on November 25, an increase of 16.1 percentage points. The increase coincides with the rollout of its 2025 Christmas campaign, Where Love Lives, launched in early November, aired across various media platforms.
Marks & Spencer follows with an increase of 10.7 percentage points, rising from 24.7% on October 26 to 35.4% by November 25. The brand launched its Big Autumn Energy campaign in early November 2025, promoting its seasonal fashion collection through digital and broadcast channels. Alongside this, M&S implemented a “product-first” Christmas advertising approach, rolling out multiple short-form festive films across home, fashion, and beauty lines.
Baileys rounds out the top three with a gain of 7.1 percentage points, increasing from 8.9% on October 26 to 16.0% by November 24. The rise aligns with the launch of two new alcohol-free sauces: Chocolate and Caramel, released on November 7 and designed to bring the brand’s signature Irish Cream flavor to desserts and festive drinks. Around the same time, major UK supermarkets including Tesco and Asda ran Black Friday promotions on 1L bottles of Baileys Original, ahead of Christmas.
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, based on daily surveys of UK adults. Data is weighted by age, gender, region, social grade, and ethnicity using a raking methodology. 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.
Image credit: getty images
