Indonesia Advertiser of the Month: Honda

Honda (Cars) has registered the biggest increase in advertising awareness in Indonesia for the month of July 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 automotive brand saw an uplift of 7.4 percentage points over the four-week period.

On 12 July, the Japanese automaker released a video teaser on its all-new Honda Civic Type R, ahead of the car’s global launch on 21 July, according to Honda Indonesia’s newsroom. Honda has also been heavily promoting its new HR-V car in close competition against Hyundai’s Creta and Toyota’s Hyryder.

According to data from YouGov BrandIndex, Honda’s Ad Awareness score rose from a low of 38.3% on 27 June to a high of 45.7% by 25 July. 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, fashion retailer H&M also recorded a 6.8-point spike in Ad Awareness from 20.9% on 5 July to 27.7% by 23 July, while digital wallet LinkAja saw its Ad Awareness climb 6.6 percentage points from 19.0% on 26 June to 25.6% by 24 July.

• To receive monthly insights about the automotive industry register here.
• To read YouGov’s latest intelligence on the auto sector explore here.

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 Indonesia from 26 June to 25 July 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.