The blistering rivalry between AT&T and Verizon Wireless has broken out in court and on television ads in the past months. The wave of both positive and negative publicity has helped Verizon’s brand awareness with young adults finally surpass that of AT&T, according to market research firm YouGov.

A Nov. 2 poll conducted by the company’s BrandIndex found that 37 percent of all adults aged 18 to 34 had heard something about the Verizon Wireless brand. That same poll found that 41 percent had heard about AT&T. By Dec. 7, Verizon hit 62 percent, surpassing AT&T’s 54.5 percent.

The two carriers have been engaged in a public feud that began with Verizon’s “There’s a Map for That” ads, which led to an unsuccessful lawsuit by AT&T. The rivalry has since spilled over into an increasing variety of negative ads slamming each other’s network coverage and devices.

YouGov’s BrandIndex is a daily consumer perception research service of brands. It interviews 5,000 people each weekday from a representative U.S. population sample. Respondents are drawn from an online panel of more than 1.5 million individuals. Margin of error is +/- 2 percent.