October 3rd, 2022, Kineree Shah
Coca-Cola saw the largest growth this month in terms of Ad Awareness in Saudi Arabia, followed by airline giant Saudia at number two and Saudi Telecom Company (stc) in third place. According to YouGov BrandIndex data, which tracks brand perception on a daily basis, these three brands saw the highest increase in Ad Awareness during September, making them our top three Advertisers of the Month in KSA.
Ad Awareness asks consumers if they have seen an advertisement for the brand in the previous two weeks, and the difference between low and high scores for the month determines our Advertisers of the Month.
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Coca-Cola's Ad Awareness metric rose by eight percentage points from 30.6% on 6 September to 38.6% on 25 September. An official sponsor of the upcoming FIFA World Cup 2022, the brand announced on Twitter that it will be giving away free match tickets. Coke also released a 30-second ad highlighting the giveaway which has garnered more than a million views on YouTube.
Airline giant Saudia, which is number two on our list, launched a marketing campaign last month ahead of the FIFA World Cup specifically targeting football fans. The airline has launched a special website that visitors may use to book tickets for the matches, with a wide range of offers available. The brand saw its Ad Awareness score rise 6.3 percentage points, moving from 40.6% on 29th August to 46.9% on 20th September.
Ranking third on our list is Saudi Telecom Company (stc), which witnessed a rise of 6.3 percentage points from 36.9% on 6th September to 43.2% on 22nd September. On 92nd Saudi National Day the company announced various offers including Bayti 5G eSIM packages, cashback on old devices, additional discount for members of its loyalty program and more. In August the company launched Saudi Vision Cable, a high-capacity cable spanning 1100 km along the Red Sea coast for seamless communication.
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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?” Data from surveys of adults aged 18 years and above residing in the KSA from 26 August to 25 September 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.