Alinma Bank, Tang, and Dior Beauty: Saudi Arabia’s Top Advertisers for February 2025

Alinma Bank saw the most significant growth of all KSA brands in Ad Awareness scores for the month of February 2025, according to data from YouGov BrandIndex. The brand was closely followed by Tang and Dior Beauty, making them our top three Advertisers of the Month in the KSA.

Ad Awareness reflects the share of consumers who say they have seen an advertisement for a brand in the previous two weeks. The difference in scores (highest vs. lowest) for the month determines our Advertisers of the Month.

Alinma Bank led February with an impressive increase in Ad Awareness, driven by its major rebranding campaign under the theme “One Step Ahead.” The launch included extensive promotions such as personal finance offers with attractive profit margins, a billboard photo contest on their social media handle on X (formerly twitter) with points rewards for the winners, and digital enhancements through partnerships like the IBM-powered API platform. They also promoted their new App with the updated design language of the brands revised identity. These efforts propelled Alinma Bank's Ad Awareness metric by 9.7 percentage points, from 20.4% on January 29 to 30.2% on February 23.

Tang, a popular drink, especially during Ramadan, is second on our list. The brand’s Ad Awareness metric rose by 7.5 percentage points, jumping from 10.4% on January 28 to 17.9% on February 23. A strong result where typically Vimto would dominate in the run up to and during the Ramadan period.

Securing the third position is Dior Beauty, which resonated strongly with Saudi consumers through its Ramadan 2025 collection. Showcased prominently through local pop-up experiences, the brand successfully captured consumer attention ahead of the Ramadan season. As a result, Dior Beauty experienced an Ad Awareness uplift of 7.4 percentage points, increasing from 27.3% on February 4 to 34.7% on February 24.

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?” (% Yes). Data from surveys of adults aged 18 years and above residing in the KSA from 26 January to 25 February 2025. 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.