Al-Rajhi Bank saw the largest growth this month in terms of ad awareness in Saudi Arabia, followed by STC pay at number two and Galaxy 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 July, making them our top three Advertisers of the Month in KSA.
Ad Awareness asks consumers if they have seen an advertisement for the brand in the past two weeks, and the difference between low and high scores for the month determines YouGov's advertisers of the month.
Al-Rajhi Bank saw a rise of 11.2 percentage points from 43.4% on 27th June to 54.6% on 18th July. It was previously also YouGov’s April Advertiser of the Month. The bank recently released multiple videos on YouTube explaining features such as credit card benefits and real estate opportunities on its app. The bank recorded a net income of SAR 4,258 million in the second quarter, increasing its capital stock by 60%. It also launched a new e-business platform for startups and business customers.
Leading mobile wallet company STC pay, which ranked number two, launched a ‘double cashback’ summer campaign. For a limited time, consumers will be rewarded with double cashback on international purchases with STC pay Visa cards. The campaign seems to have resonated with customers as the brand witnessed an Ad Awareness rise of 10.2 percentage points from 23.8% on 28th June to 34% on 25th July.
Ranking third on our list is Galaxy chocolates which witnessed a rise of 8.6 percentage points from 26.9% on 3rd July to 35.5% on 25th July. The brand recently released a Galaxy Milk Chocolate ad which has garnered more than 3 million views on YouTube.
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 June to 25 July 2022. 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.