November 10th, 2023, Kineree Shah
Saudia saw the most significant growth of all brands in Saudi Arabia in Ad Awareness scores for the month of October, according to data from YouGov BrandIndex. The brand was followed by Nadec at number two and Ferrero Rocher at number three, making them our top three Advertisers of the Month in Saudi Arabia.
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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Saudi Arabian flag carrier Saudia has launched a significant rebranding effort to highlight Saudi culture, involving a new livery, logo, and brand colors, updated employee uniforms, and a digital transformation focus, aimed at enhancing the customer experience with sensory experiences like unique fragrances and local cuisine. The rebranding seems to have played a role in driving Ad Awareness score upwards from 49% on September 26 to 58.4% on October 22.
Nadec secured the second spot on YouGov's October Advertiser of the Month. Its Ad Awareness metric witnessed a significant 7.9 percentage-point surge, rising from 70.7% on September 26 to 78.6% on October 20.
Ranking third is Ferrero Rocher. The brand experienced a 7.7-percentage-point increase in Ad Awareness, climbing from 9.5% on October 2 to 17.2% on October 25.
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 KSA from 26 September to 25 October 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.
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Cover photo by Andrea Piacquadio