Pocari Sweat, Promag top YouGov's list of March advertisers in Indonesia

March's top advertisers in Indonesia—Pocari Sweat, Khong Guan, and Promag—have each experienced significant increases in ad awareness, as tracked by YouGov BrandIndex. Ad awareness measures the percentage of consumers who have seen an advertisement for a brand in the past two weeks.

Pocari Sweat leads with a notable rise in ad awareness, moving from 28.4% on February 26 to 39.9% on March 24. This surge is attributed to 'Cairan Tubuh Bocor, Emang Bikin Horor' (Losing Body Fluids? That's a Horror!), its Ramadan campaign this year. The horror-comedy commercial humorously highlights dehydration risks during fasting, and resonated with audiences, garnering over 108 million views across social-media platforms within a week.

Khong Guan follows with an increase of 8.6%, rising from 15.9% on February 27 to 24.5% on March 23. The brand's ad awareness growth may be linked to its consistent presence during the Ramadan season, as its iconic biscuit tins are a staple in Indonesian households during this period.

Promag rounds out the top three with a gain of 8.1%, increasing from 25% on February 26 to 33% on March 22. The increase is likely driven by its Ramadan-themed television commercial, ‘Mungkin Maag’, which addresses common digestive issues during the fasting month.

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 Indonesia from 26 February to 24 March 2025. 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. Learn more about BrandIndex.