Key insights:

  • iPhone leads September with a +15.8-point Ad Awareness increase, driven by the launch of the iPhone 17 Series, including iPhone 17 Pro and iPhone Air.
  • Chanel rises +7.1 points, supported by promotions around its Fall-Winter 2025/26 collection and anticipation for its Cruise 2025/26 show.
  • Decathlon gains +6.5 points, boosted by its Mega Sports Fest and expansion of click & collect outlets across Singapore.

September’s Singapore Advertisers of the Month are iPhone, Chanel, and Decathlon, each showing notable increases in Ad Awareness (the percentage of consumers who report having seen an advertisement for the brand in the past two weeks).

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iPhone leads with a notable rise in Ad Awareness, moving from 29.1% on August 26 to 44.9% on September 25, an increase of 15.8 percentage points. This surge is attributed to the launch of the iPhone 17 series — including iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, and iPhone Air.

Chanel climbs from 9.3% on August 26 to 16.3% on September 17, an increase of 7.1 percentage points. The rise may be linked to promotion of its Fall-Winter 2025/26 collection in Singapore along with its upcoming Cruise 2025/26 show.

Decathlon rounds out the top three with a gain of 6.5 percentage points, increasing from 12.2% on September 2 to 18.6% on September 24. The rise follows its Mega Sports Fest held in early August and recent click & collect outlet openings across Singapore.

Methodology: YouGov BrandIndex tracks daily perceptions of thousands of brands. Ad Awareness is based on the question: “Which of the following brands have you seen an advertisement for in the past two weeks?” Scores are reported as percentages, drawn from nationally representative daily surveys of adults in Singapore. Data is weighted by Age, Gender and Race using post-stratification. Figures are shown as a four-week moving average between 26 August to 25 September 2025. The change in scores is calculated as the difference between the highest and lowest daily scores within the period.

Image credit: Igor Omilaev via unsplash