Who’s winning ad attention in APAC? YouGov’s Q2 2025 report breaks it down
YouGov’s latest report uncovers the brands with the biggest ad awareness jumps across five APAC markets
What does it take to grab and hold consumer attention in today’s fragmented media environment? YouGov’s latest Advertiser Impact Q2 2025 report offers a clear snapshot. It reveals the brands with the biggest jumps in Ad Awareness across Australia, India, Indonesia, Singapore, and Thailand.
Global giants like Amazon and Coca-Cola made the list, but so did hyper-local challengers like IGA and Tata Sampann. For B2B marketers managing multi-market campaigns, these shifts could signal the need to rethink both budget allocation and creative localization.
This article breaks down the top gainers by country, explores which strategies may be driving success, and outlines why these insights matter for regional marketing teams.
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Here’s a table of contents for quick access:
- Australia: supermarkets, airlines, and streaming climb
- India: FMCG and auto brands drive awareness
- Indonesia: BYD, Coca-Cola, and local platforms rise
- Singapore: McDonald’s, S.E.A. Aquarium, and digital banks
- Thailand: Lazada, Milo, and TikTok dominate
- What marketers should know
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Australia: supermarkets, airlines, and streaming climb
In Australia, IGA led June with an 8.1-point rise in Ad Awareness. That’s the biggest monthly jump in the market, likely tied to tactical in-store promotions and regional media buys. American Airlines, YouTube, and Amazon Prime also performed well, indicating that digital-first brands and international carriers continue to resonate with Australian audiences.
Earlier in the quarter, Budget Direct, Uber Eats, and WhatsApp saw strong lifts, reflecting a continued appetite for convenience and value. In April, luxury and lifestyle brands like Lexus, Cadbury, and Apple TV+ rounded out the top ranks.
India: FMCG and auto brands drive awareness
India’s top performer in June was Nescafe, followed closely by Britannia and Xiaomi smartphones. Each brand posted a rise of 6.8 points or more. These gains reflect the ongoing dominance of FMCG, but also the re-emergence of tech and appliance players like Google Home and Voltas AC.
Earlier in the quarter, Tata Sampann, Havells, and Tanishq led the charts. These brands rely heavily on emotional storytelling and cultural relevance, reinforcing the importance of local nuance in a market as diverse as India.
Indonesia: BYD, Coca-Cola, and local platforms rise
In April, GoCar saw an 11.7-point jump in Ad Awareness, the single largest across all markets and months. Close behind were legacy homecare brands like SoKlin, Molto, and Rinso, each posting gains above 8 points.
In May, Chinese EV brand BYD led the field with a 6.9-point boost. By June, brands like Coca-Cola, Samsung, and Indomie had climbed into the top 10, showing the power of sustained ATL investment combined with local relevance.
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Singapore: McDonald's, S.E.A. Aquarium, and digital banks
Singapore’s ad visibility landscape in Q2 was shaped by a mix of F&B, finance, and lifestyle brands. McDonald’s, Dettol, and Starbucks topped May’s list, while POSB Bank appeared twice in the quarter, reflecting consistent visibility through digital and transit campaigns.
In June, S.E.A. Aquarium and Gain City made surprise appearances. This suggests that experience-led brands and local retailers can still break through, especially when tapping into seasonal moments and school holidays.
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Thailand: Lazada, Milo, and TikTok dominate
Milo saw a massive 15.5-point lift in May, the biggest monthly change across the entire report. Food and beverage dominated in April and May, with Oishi, Big C, and Lay’s ranking high in visibility.
In June, Lazada, TikTok, and King Power led the field. These brands benefit from heavy cross-platform investment, aggressive promotions, and influencer-driven content strategies.
For marketers targeting Thai consumers, it’s clear that both retail and entertainment brands are commanding attention at scale.
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What marketers should know
This report is more than a leaderboard. It offers signals on what’s working across the region.
1. Local storytelling pays off
Brands with culturally resonant messaging or locally adapted content are outperforming global counterparts. Think Tata Sampann in India or FairPrice in Singapore.
2. Utility and relevance win visibility
Transport, grocery, and everyday FMCG brands dominated the top slots. Campaigns focused on solving daily problems are grabbing more attention than aspirational lifestyle plays.
3. Consistency drives compound impact
Several brands appeared across multiple months. For example, Amazon, POSB, and Pepsi didn’t rely on one splashy moment. Their steady presence is paying off.
4. Challenger brands are making moves
BYD in Indonesia and Endowus in Singapore are clear examples. When challenger brands show up in YouGov’s awareness rankings, it usually means they’re investing smartly in top-of-funnel visibility.
YouGov’s Q2 2025 findings underscore a simple truth. Attention is earned, not bought. In APAC’s noisy media environment, the brands winning awareness are the ones combining strategic media buying with local insight and steady storytelling.
For marketing leaders planning Q4, this is a prime moment to audit your brand’s visibility curve across priority markets. Look beyond ROI alone. Visibility builds trust, and trust drives action.
