May APAC advertiser of the month: AEON

Aeon has registered the biggest increase in advertising awareness in Hong Kong for the month of May, of all the brands we track in the market. Data from YouGov BrandIndex shows that Ad Awareness of the retail chain saw an uplift of six percentage points over the four-week period.

The retailer recently ran a series of promotions for a selection of its groceries and delicatessen takeaway set meals, and also announced plans to bring in Japanese okonomiyaki restaurant Tsuruhashi Fugetsu to Hong Kong.

According to data from YouGov BrandIndex, Aeon’s Ad Awareness score rose from 9.3% on 29 April to a high of 15.3% by 21 May. Ad Awareness is a BrandIndex metric that measures the percentage of people who have seen an advert from a particular brand in the previous two weeks.

Additionally, casual dining chain Super Super recorded a 5.5-point jump in Ad Awareness from 10.3% on 27 April to a high of 15.8% by 19 May, while payment services company Visa saw its Ad Awareness climb 5.4 points from 14.8% on 28 April to 20.2% by 22 May.

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 Hong Kong from 26 March to 23 May 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.