Kuwait Me­dia Scene – Jan-oct 2015

ArabAd - - STUDY - BY: BI­LAL MOURAD HEAD OF IP­SOS CON­NECT KUWAIT

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.

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