May Advertisers of the month in Sweden: Stadium, Zalando and Max

According to data from YouGov BrandIndex, which tracks perceptions toward brands on a daily basis, Stadium registered the biggest increase in Advertising Awareness for April 2025 of all brands YouGov tracks in Sweden. Sweden's largest sports chain saw an uplift of 8.7 percentage points in the observation period, rising from 11.7% to 20.4%.

Zalando follows with a 8.4 percentage point increase, moving from 15.2% to 23.6%. Max rounds out the top three with a gain of 8.0 percentage points, rising from 9.6% to 17.6%.

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 April 1st and April 30th, 2025. Learn more about BrandIndex.