Kuwait Media Scene – Jan-oct 2015
The closure of the Al Watan newspaper in the beginning of the year and Al Watan TV just before Ramadan created a media upheaval in Kuwait. This is one of the reasons why we are witnessing a 20% decrease in media expenditure compared to 2014. In fact, this negative trend has been continuing since 2013. But the decline this year is originating from TV with a whopping 36% drop. Print, Radio and Outdoor on the other hand have seen an increase in expenditure.
Monthly expenditure in Kuwait is pretty much consistent, with the obvious exception of Ramadan. But this year, the drop in expenditure immediately after Ramadan was a lot steeper than previous years.
As always, the Entertainment & Leisure sector had the highest expenditure with $102.5 million being spent in 10 months. The Automotive sector also saw a huge amount being spent, close to $76 million. Servicing companies round up the top three sectors with $56.1 million.
Telecom and Fast Food brands form the majority in the top 10 spenders in Kuwait. Automotive spenders also appear in the top 10. Mcdonald’s emerges as the top spender in Kuwait so far with $15.2 million expenditure, closely followed by Zain with $14.5 million. With an expenditure of $13.4 million, Ooredoo comes in as the third highest spender.
All the recent transformations in the Kuwait media scene and the way advertisers and agencies have taken these changes in their stride just goes to show the resilience of this market and that the show must go on.
kuwait ADVERTISING EXPENDITURE (JANUARY TO OCTOBER 20014 VS. 2015
Source: Statex. Amounts in USD based on gross rate cards.