Malaysia: Ramadan advertising awareness in 2022

Unaided brand awareness: which Ramadan adverts have made the biggest impression on Malaysian consumers?

Latest research from YouGov RealTime Omnibus has found that oil and gas company Petronas has released the most memorable festive commercials in recent years.

When Malaysian consumers were asked, in March 2022, about the brand whose Ramadan advertisements first come to their mind (open-ended question), one in three (33%) named the state-owned brand.

Dates brand Yusuf Taiyoob was also named by one in four (25%), while 4% named electricity provider Tenaga Nasional, as well as textile and clothing company Jakel as the brands whose Ramadan advertisements are first recalled. Two percent also named Ribena, owned by Japan’s Suntory Group, making it the top foreign brand whose Ramadan commercials Malaysians recalled.

Aided brand awareness: which Ramadan advertisements caught the attention of Malaysian consumers?

YouGov also asked Malaysian consumers whether they recall seeing Ramadan advertisements from any of nine prominent brands (in a close-ended question). Unsurprisingly, almost three-quarters (72%) say they recall seeing festive commercials from Petronas and Tenaga Nasional.

Around one-quarter remember viewing the Ramadan advertisements of e-commerce platform Shopee Malaysia (27%), cooking oil and food products brand Saji Malaysia (24%) and beauty and healthcare chain Watsons Malaysia (22%). Meanwhile 17% recall festive commercials from e-commerce platform Lazada Malaysia, and 13% for insurance brand Etiqa.

Finally, one in ten remember seeing Ramadan advertisements from hardware and home improvement chain MR D.I.Y. (10%), Julie's biscuits (10%) and RHB bank (9%).

Methodology: YouGov RealTime Omnibus provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on 10 March 2022, with a nationally representative sample of 1127 adults in Malaysia (aged 18+ years) of Malay ethnicity, using a questionnaire designed by YouGov. Data figures have been weighted by gender, age, race, state to be representative of the adult Malaysian online population (18 years or older) of Malay ethnicity, and reflect the 2018 population estimates from the Malaysian Department of Statistics Bureau (DOSM). Learn more about YouGov RealTime Omnibus.

Read YouGov's latest research on Ramadan 2022 advertising awareness, shopping and donation trends:

Ramadan ad awareness – which brands' Ramadan adverts have caught the most consumer attention in Indonesia and Malaysia?

Ramadan shopping trends – what are consumers planning to buy during this festive period in Indonesia and Malaysia?

Ramadan donations trends – how are Indonesians and Malaysians planning to donate during Ramadan 2022?