Which brands are successfully capturing consumer attention with their advertising?

YouGov BrandIndex tracks public perception of thousands of brands daily across 16 key brand health metrics, spotlighting those that stand out in the minds of consumers.

In September 2025, SAS (Scandinavian Airlines) was named YouGov’s Advertiser of the Month in Sweden, following a notable 8.3 percentage point increase in Ad Awareness, rising from 11.2% to 19.4% by the end of the month.

This uplift aligns with SAS’s award-winning loyalty-led campaigns and a strategic shift in global alliances, including new partnerships with Virgin Atlantic and Air France-KLM. The brand also launched its first AI-generated marketing campaign in collaboration with Swedish AI artist Stephanie Löwenstein, showcasing virtual SAS passengers across digital channels, airports, and city streets in Copenhagen and Malmö. The campaign, themed “We bring Europe to Malmö”, was designed to coincide with major cultural events and music festivals, reinforcing SAS’s role as a connector of people and experiences across Scandinavia.

Netflix Builds Momentum with Global Partnerships

Netflix also saw a strong performance in Sweden during September, with Ad Awareness increasing by 8.2 percentage points, from 21.3% to 29.6%. This growth was supported by Netflix’s global brand partnership with AB InBev, which launched in September and includes co-branded campaigns, title integrations, and live event sponsorships.

HBO Max Engages Viewers with Premium Content and Bold Branding

HBO Max recorded a 7.2 percentage point increase in Ad Awareness, rising from 14.1% to 21.3%. The platform’s success in Sweden is tied to its rebranding campaign, which saw HBO Max return to its original name after briefly switching to “Max.” The campaign was widely praised for its self-aware and humorous social media strategy, leveraging iconic IP like Euphoria to reconnect with audiences.

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Methodology: 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?” and delivered as a percentage. The data is based on the interviews of Swedish adults aged 18+ between September 1st and September 30th, 2025. Learn more about BrandIndex.