Sweden´s Advertisers of the Month - Lidl, McDonald´s and City Gross

Lidl saw the largest growth this month in terms of Ad Awareness in Sweden, followed by McDonald´s at number two and City Gross 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 2025.

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 German discounter Lidl saw its Ad Awareness score rise by 12.2 percentage points, from 18.7% on May 2nd to 30.9% on May 31st.

On second place is McDonald´s which had an increase of 10.5 percentage points, from 21.9% on May 3rd to 32.3% on May 28th. Ranking third on our list is City Gross which had an increase of 8.8 percentage points in Ad Awareness from 8.9% on May 4th to 17.7% on May 31st, 2025.

Methodology: 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?” and delivered as a percentage. The data is based on the interviews of Swedish adults aged 18+ between May 1st and May 31st, 2025. Learn more about BrandIndex.