KSA’s May Advertiser of the Month: iPhone, Pepsi, and Carrefour
iPhone saw the largest growth this month in terms of Ad Awareness in the KSA, followed by Pepsi at number two and Carrefour 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 May, making them our top three Advertisers of the Month in the KSA.
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.
iPhone's Ad Awareness increased by 8.8 percentage points, rising from 38.8% on April 27 to 47.6% on May 25. This boost in awareness coincided with several notable events. One key event is the launch of iOS 17.5. Additionally, Apple announced its financial results for the second quarter of fiscal 2024, reporting revenue of $90.8 billion. The brand also held its annual Swift Student Challenge, recognizing 50 students for their innovative app playgrounds. Furthermore, Apple launched new products, including the iPad Pro with the M4 chip and the Apple Pencil Pro whose launch video received more than two million views on YouTube. It’s also holding its annual developer conference, WWDC, on June 10 where Apple is expected to reveal more of its generative AI plans and allegedly the company’s biggest iOS update in history.
On second place is Pepsi which had an increase of 6.3 percentage points in Ad Awareness from rising from 41.1% on April 26 to 47.4% on May 24. The brand revealed a new logo and visual identity system, marking the first update of the iconic Pepsi globe logo in 14 years. A YouTube video announcing this update received 1.4 million views.
Ranking third on our list is Carrefour which had an increase of 6 percentage points in Ad Awareness from 10.9% on May 8 to 16.9% on May 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 the KSA from 26 April to 25 May 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.