Samsung, Nissin, Oreo are YouGov's top advertisers of the month in SG

In February 2025, Singapore's top advertisers—Samsung, Nissin, and Oreo—achieved notable increases in ad awareness. The measure indicates the percentage of consumers who have seen an ad for a brand in the past two weeks as tracked by the YouGov BrandIndex. 

Samsung had the most significant rise in ad awareness, increasing 9.9% from 30.9% on January 26 to 40.8% on February 20. This surge is attributed to the global launch campaign for its new flagship, the Galaxy S25 Series. The campaign positions Galaxy AI as an indispensable AI-powered wingman, and features several films that highlight particular use cases and features of the new phone, in everyday scenarios. 

Nissin followed with an increase of 7.3% rising from 6.4% on January 31 to 13.8% on February 19. This growth is linked to the Nissin Cup Noodles x Blue Lock Redemption Campaign 2024, a tie-up between the noodle brand and Blue Lock, an iconic football-themed manga. The campaign ran from December 1, 2024, to February 16, 2025 and offered consumers a chance to redeem a Blue Lock x Cup Noodles XI shirt with the purchase of 30 Nissin Cup Noodles or Nissin UFO products, encouraging bulk purchases and brand engagement.

Oreo rounded out the top three with a gain of 6.9%, increasing from 16.6% on February 1 to 23.5% on February 18. The brand's ad awareness boost is likely driven by its regional ‘Dunk Your Craving’ campaign which via films and social media, repositions Oreo as an indulgent snack for teenagers. 

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 is collected from surveys of adults aged 18 years and above residing in Singapore from 26 January to 24 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.