KSA’s March Advertiser of the Month: Which brands made it to the top?
Vimto saw the largest growth this month in terms of Ad Awareness in the KSA, followed by Tasali at number two and Lexus 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 March.
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.
The company that makes Vimto reported record sales in the Middle East during Ramadan, selling 25 million bottles of Vimto Cordial. Vimto is a popular drink for iftar, the meal to break the fast, enjoyed by families. Vimto’s YouTube video showing a family's iftar got 9.5 million views, and an Instagram reel received 3.4 million views in the month of March. Vimto's Ad Awareness increased by 12.2 percentage points, from 20% on February 26 to 32.2% by March 24.
On second place Tasali, the potato chips company, saw a rise of 7.3 percentage points in its Ad Awareness score from 19.2% on 27 February to 26.5% on 25 March.
Ranking third on our list is Lexus, which had an increase of 7.2 percentage points in Ad Awareness from 15.8% on 29 February to 23% on 25 March.
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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 February to 25 March 2024. 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.