In March, Vimto, Mobily, and Zain emerged as the top advertisers in Saudi Arabia (KSA), each recording significant increases in Ad Awareness, according to YouGov BrandIndex.
YouGov Brand Index tracks data on thousands of brands daily. 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?” This metric reflects the percentage of consumers who recall seeing an advertisement for a brand within that timeframe.
The data is drawn from surveys of adults aged 18 and over living in Saudi Arabia, conducted between February 26 and March 25, 2025. Scores are calculated using a four-week moving average, with changes determined by the difference between each brand’s highest and lowest daily scores during the period.
Vimto, Mobily, and Zain posted the largest gains in Ad Awareness in the Kingdom from February to March 2025.
Vimto led the way, with its Ad Awareness score rising from 22.9 per cent on February 28 to 31.3 per cent on March 19, marking an 8.4 percentage point increase. This notable boost is likely tied to Vimto’s deep-rooted connection with the Ramadan season, when it becomes a household staple across the region. This boost is likely tied to Vimto’s longstanding association with the Ramadan season – becoming a household staple for the holy month across the region.
Mobily followed closely, gaining 7.3 per cent points – from 27.2 per cent on February 26 to 34.5 per cent on March 23. The brand’s increased visibility may be attributed to its prominent presence at LEAP 2025, a major technology event held in Riyadh from February 9 to 12. During the event, Mobily showcased cutting-edge digital solutions aimed at enhancing quality of life and driving smart city innovation, aligning with Saudi Arabia’s Vision 2030.
Zain rounded out the top three with a 6.8 point increase in Ad Awareness, rising from 18.8 per cent on March 7 to 25.6 per cent on March 25. The uplift is likely linked to Zain’s March 4 announcement of completing a major digital transformation initiative in collaboration with Netcracker Technology, reinforcing its image as a tech-forward telecom provider.
To conclude the data highlights how seasonal timing, event presence, and major announcements can influence consumer recall in Saudi Arabia.
