September APAC advertiser of the month: Apple

The arrival of Apple's first AI-enabled smartphone caused a surge in advertising awareness rates in Singapore, registering a 9.3 percentage point increase in just one month. YouGov BrandIndex data reveals a dramatic climb from 34.5% on August 27th to 43.7% by September 25th, indicating the launch event's powerful reach.

This surge shows that a substantially large segment of the Singaporean population saw the advertising for iPhone16 in the two week research period, highlighting the effectiveness of the brand's marketing blitz.

Apple wasn't the only tech giant to experience a boost. Huawei's ad awareness leapt from 5.8% to 14.5% between September 1st and September 25th, marking an 8.8 percentage point increase. The brand introduced a trifold phone during this period, attracting four million pre-orders.

Richard Yu, Huawei executive director reveals the price for the company’s trifold Mate XT smartphone on Sept 10, 2024.

Similarly, Samsung saw its ad awareness rise by 7.9 percentage points, increasing from 29.5% on August 30th to 37.4% by September 17th. The anticipation for Samsung's upcoming Galaxy Z Fold 6 (Special Edition) seems to have played a role in this uptick.

Methodology: 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 Singapore from 26 August to 25 September 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.