September 2022 APAC advertiser of the month: Apple

Apple has registered the biggest increase in advertising awareness in both Hong Kong and Singapore for the month of September 2022, of all the brands we track in the market. Data from YouGov BrandIndex, which tracks consumer perceptions toward brands on a daily basis worldwide, shows that Ad Awareness of the American tech brand saw an uplift of 10.7 percentage points in Hong Kong and 12.1 percentage points in Singapore over the four-week period. 

The Cupertino-based company recently launched its latest range of smartphones – the iPhone 14 series – which features an upgraded camera for ultra-wide and low-light photography and videography. Apple also unveiled two new smart watches: the Apple Watch Series 8, with enhanced fitness tracking and women’s health features, and the Apple Watch Ultra, which is equipped with features to support endurance sports enthusiasts, backpacking explorers, and scuba divers.  

According to data from YouGov BrandIndex, Apple’s Ad Awareness score in Hong Kong rose from 20.5 on 26 August to 30.8 by 22 September. Over in Singapore, Apple’s Ad Awareness score rose from 36.0 on 26 August to 46.7 by 22 September. Ad Awareness is a BrandIndex metric that measures the percentage of people who have seen adverts from a particular brand in the previous two weeks.

Samuel Tan is APAC data journalist at YouGov. Each month, Campaign Asia-Pacific and YouGov will jointly publish a new advertiser of the month based on strong brand ad awareness uplift across different APAC markets.

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 and Singapore from 26 August to 22 September 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.