May 8th, 2023, Kineree Shah
Tropicana saw the most significant growth of all UAE brands in Ad Awareness scores for the month of April, according to data from YouGov BrandIndex. The brand was followed by Mastercard at number two and Lulu Hypermarket at number three, making them our top three Advertisers of the Month in UAE.
Ad Awareness reflects the share of consumers who say 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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According to YouGov BrandIndex, Tropicana experienced an 8.9 percentage point increase in its Ad Awareness metric, leaping from 6.2% on March 26 to 15.1% on April 23. With April marking the start of the summer season, the rising demand for refreshing beverages likely contributed to the surge in Tropicana's ad awareness.
Mastercard secured the second spot on YouGov's April Advertiser of the Month in the UAE. The brand collaborated with Amazon and the World Food Programme (WFP) to launch a campaign during Ramadan, providing 1 million school meals to vulnerable children. In addition, Mastercard released the Lasting Legacy book, celebrating 25 women leaders who have successfully broken barriers in traditionally male-dominated fields, to commemorate 25 years of its 'Priceless' campaign. Consequently, Mastercard's Ad Awareness metric witnessed a significant 7.3 percentage-point surge, rising from 28.2% on March 28 to 35.5% on April 20.
Ranking third is Lulu Hypermarket. The brand opened a new store in Al Dhannah City and offered various discounts and deals during and after Ramadan, which appear to have resonated with its target audience. As a result, Lulu Hypermarket experienced a 7.2-percentage-point increase in Ad Awareness, climbing from 30.1% on March 28 to 37.3% on April 16.
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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 UAE from 26 March to 25 April 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.