Coca-Cola, Samsung tie for highest ad awareness growth in Indonesia

In June 2025, Coca-Cola and Samsung emerged as joint leaders in the highest increase in ad awareness, each posting a 6.9% rise over the month, according to YouGov BrandIndex data. This surge is especially significant in a media environment saturated with messages and shrinking attention spans.

YouGov BrandIndex measures ad awareness by asking consumers which brands they have seen advertised over the past two weeks, collecting daily data across over 700 brands in 20 sectors. This makes their insights both timely and nuanced, capturing not only ongoing campaigns but also bursts of heightened visibility tied to new launches or intensified media spending.

For June, Coca-Cola’s ad awareness climbed from a low of 22.9% to a peak of 29.8%, while Samsung’s increased from 65.0% to 71.9%. These figures reflect not just the scale of investment but the effectiveness of creative strategies and media targeting.

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YouGov’s interview with MARKETING-INTERACTIVE highlighted a crucial insight: higher media spend correlates with greater ad awareness, but budget alone does not guarantee success. “Brands need a distinct voice and creative that sticks, so audiences not only notice the ad but also remember it and connect it back to the brand.”

The presence of other brands such as Good Day, Sprite, Rinnai, and LG in the top ten for ad awareness growth in June suggests that a fresh or intensified campaign can trigger spikes, even for established players.

The bigger picture: measuring campaign impact

Ad awareness is just one piece of the marketing puzzle. YouGov tracks 15 additional metrics across media-related, perception, and funnel categories - ranging from word of mouth and buzz to brand favourability, consideration, and purchase intent. Higher ad awareness often helps shift consumer perception positively, which can then boost purchase consideration.

However, the path from awareness to purchase is not linear. “Some campaigns with high ad awareness may not translate into stronger brand perception, or even less so into higher consideration,” YouGov cautioned. The relevance of messaging, creative quality, and channel choice all influence how awareness converts into commercial outcomes.

The advice for brands aiming to increase or sustain ad awareness in Indonesia is clear: start with a deep understanding of your target audience. YouGov Profiles offers detailed data on demographics, psychographics, media habits, and brand usage for Indonesia’s online population.

For instance, when targeting hybrid or electric vehicle aspirers, generational differences matter. Gen X consumers prioritise battery longevity and prefer copy-driven ads featuring real-world scenarios and relatable figures rather than celebrities. They respond better to Facebook and roadside advertising than younger Millennials or Gen Z audiences.

“Recognising these nuances ensures the message resonates and the media mix works harder to sustain awareness,” YouGov concluded.

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