Singapore Advertiser of the Month: SIA

Singapore Airlines (SIA) has registered the biggest increase in advertising awareness in Singapore for the month of April 2022, of all the brands we track in the market. Data from YouGov BrandIndex, which tracks consumer perceptions toward brands on a daily basis worldwide, shows that Ad Awareness of the flag carrier saw an uplift of 11.7 percentage points over the four-week period.

The national airline began to restart flights to several destinations in Australia and Southeast Asia from March, leading to an almost nine-fold increase in passenger numbers from the previous year, right before Singapore reopened its borders to all fully vaccinated travellers from April 1. Separately, Singapore Airlines also launched new "wellness meals" for passengers onboard its 19-hour flights from New York to Singapore, which are specially designed to reduce insulin spikes and indigestion during the long plane ride.

According to data from YouGov BrandIndex, Singapore Airlines’ Ad Awareness score rose from 35.5 on 26 March to 47.2 by 25 April. Ad Awareness is a BrandIndex metric that measures the percentage of people who have seen adverts from a particular brand in the previous two weeks.

Additionally, American fast food chain McDonald’s also recorded a 5.8-point spike in Ad Awareness from 49.4 on 26 March to 55.2 by 25 April, while Japanese fashion retailer Uniqlo saw its Ad Awareness climb 4.4 percentage points from 31.6 on 26 March to 36.0 by 25 April.

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Methodology: YouGov BrandIndex collects data on thousands of brands every day. A brand’s Ad Awareness score is based on the question: “Which of the following consumer brands have you seen an advertisement for in the past two weeks?” (% Yes). Data from direct surveys of adults aged 18 years and above residing in Singapore from 26 March to 25 April 2022. Learn more about BrandIndex.