February 8th, 2023, Kineree Shah
STC Saudi Telecom saw the most significant growth this month of all the KSA brands we follow in terms of Ad Awareness followed by Sony at number two and McDonalds coming in at number three. According to YouGov BrandIndex data, which tracks brand perception on a daily basis, these three brands saw the highest increase in Ad Awareness during January, making them our top three Advertisers of the Month in the Kingdom.
The Ad Awareness question asks consumers if they have seen an advertisement for a brand in the previous two weeks, and the difference in scores (highest vs. lowest) for the month determines our Advertisers of the Month.
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Telecom giant STC began the new year by announcing the appointment of a new CEO Nizar Abdulaziz Altwaijri. The brand was also ranked the most valuable telecom brand in the Middle East third time in a row, according to Brand Finance's Global 500 2023 report. Earlier this month STC Arabia started the ticket sales for Saudi Arabian Grand Prix coming up in March. YouGov BrandIndex shows STC Saudi Telecom’s Ad Awareness metric rose by 9.4 percentage points from 45.4% on December 26, 2022, to 54.8% on January 15, 2023.
Sony ranked second in YouGov’s Advertiser of the Month list in the KSA. At the company’s CES keynote, it announced that the much sought-after PlayStation 5 would become easier to buy. Launched in November 2020, it had been hard for consumers to get their hands on the console due to the global chip shortage. The brand saw a rise of 7.5 percentage points from 17.3% on December 29, 2022 to 24.8% on January 23, 2023.
Ranking third on our list is McDonalds which saw an increase of 7.3 percentage points in Ad Awareness from 34.6% on December 28, 2022 to 41.9% on January 25, 2023. Last month the brand announced on Instagram a new Chocolate Brownie McFlurry.
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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 December to 25 January 2023. 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.