Singapore Advertiser of the Month: Amazon Prime

Amazon Prime has registered the biggest increase in advertising awareness in Singapore for the month of June 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 subscription service saw an uplift of 10.9 percentage points over the four-week period.

In mid-June, the online retailer announced that it will be holding its annual Prime Day event from 12-13 July. Prime members will be able to purchase a range of products from major brands – such as Dyson, PlayStation, Xiaomi, SK-II, LEGO – at discounted prices. Separately, Amazon also invited members of the public to attend its first-ever Prime Day Pit Stop event in Singapore from 9-10 and 12-13 July, where they could win amazon.sg gift cards and other prizes by playing carnival games.

According to data from YouGov BrandIndex, Amazon Prime’s Ad Awareness score rose from a low of 7.8 on 4 Jun to a high of 18.7 by 23 Jun. 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, sports apparel brand Nike recorded a 10.3-point spike in Ad Awareness from 12.0 on 29 May to 22.2 by 23 Jun, while competitor Adidas saw its Ad Awareness climb 6.6 percentage points from 13.9 on 28 May to 20.5 by 22 Jun.

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 surveys of adults aged 18 years and above residing in Singapore from 27 May to 23 June 2022. Ad Awareness scores are based on a four-week moving average. The change in scores for each brand is calculated by taking the difference between the highest and lowest scoring days within the period. Learn more about BrandIndex.