June 9th, 2023, Kineree Shah
Toyota saw the most significant growth of all UAE brands in Ad Awareness scores for the month of May, according to data from YouGov BrandIndex. The brand was followed by Al Ain at number two and ADNOC 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, Toyota experienced an 8.5 percentage point increase in its Ad Awareness metric, leaping from 28.1% on April 30 to 36.6% on May 24. The surge was partly fueled by the launch and subsequent media coverage of the Al-Futtaim Toyota Motorsport Academy, the region's inaugural home-grown motorsports reality TV show. Coupled with their triumph as the 'Best Innovative Sports Brand' at the Sports Industry Awards 2023, Toyota has effectively amplified its ad visibility.
Al Ain secured the second spot on YouGov's May Advertiser of the Month in the UAE. Its Ad Awareness metric witnessed a significant 6.2 percentage-point surge, rising from 21.8% on May 5 to 28% on May 25. In May 2023 the brand launched Al Ain Plus water fortified with zinc.
Ranking third is ADNOC. The brand launched Decarbonization Technology Challenge, a global competition to find innovations that will reshape the global energy landscape. The winners will receive a million dollars as a cash prize and the opportunity to work with ADNOC. The brand’s Ad Awareness rose by six percentage points from 29.6% on April 29 to 35.6% on May 24.
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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.