IRAQ

ArabAd - - COVER STORY -

Iraq Me­dia Re­search Ex­ec­u­tive Iraq has wit­nessed tremen­dous political in­sta­bil­ity in the past year, which drove ad­ver­tis­ers to sig­nif­i­cantly re­duce their me­dia spend by 22% ($546 mil­lion) com­pared to $700 mil­lion in 2014. At Ip­sos, we have been mon­i­tor­ing the ad­ver­tis­ing ex­pen­di­ture in Iraq since 2005 and through­out those years TV has been the dom­i­nant me­dia in the ad­ver­tis­ing scene with al­most a 97% share ($527 mil­lion). The sig­nif­i­cant drop that took place in the Iraqi mar­ket in 2015 saw all the me­dia out­lets cut spend­ing ex­cept for Ra­dio, which was the main ben­e­fi­ciary that year with a slight in­crease of 7% reach­ing $2.3 mil­lion up from $2.2 mil­lion in 2014. TV dropped 21%, Out­door 25% ($12 mil­lion) in­stead of $16 mil­lion in 2014, fol­lowed by Print with a drop of 38% clos­ing at $3.4 mil­lion in­stead of $5.5 mil­lion. Lastly, Cinema dropped 61% al­most $1 mil­lion, which was $2.3 mil­lion back in 2014. The top 10 brands in the Iraqi mar­ket spent roughly $152 mil­lion amount­ing to al­most 28% of the to­tal me­dia ex­pen­di­ture. The top 10 brands have four new en­trants in the list com­pared to 2014. Zain man­aged to main­tain its top spot with more than $38 mil­lion, fol­lowed by Al-tunsa and Mah­moud who man­aged to oc­cupy the 2nd and the 3rd places with $21 mil­lion and $20 mil­lion re­spec­tively. This was fol­lowed by Asia Cell, which main­tained its 4th place since 2014 with more than $19 mil­lion. The last and fi­nal place was snatched by Wild Tiger with more than $10 mil­lion. As for the ad­ver­tis­ing agen­cies op­er­at­ing in Iraq, Mind­share head­ing at the top, Com­fort­ably far from Star­com who oc­cu­pied the se­cond place, while Ed­dico came in the 3rd place, then Me­di­acom in the fourth place; it’s worth men­tion­ing that the top 4 agen­cies got the same places for the se­cond year in row, as for the 5th place it was for Uni­ver­sal Me­dia, then Drive Dentsu, fol­lowed closely with OMD, then in the 9th place Havas Me­dia, fol­lowed by Ini­tia­tive, and lastly with Zenith Me­dia.the ex­pec­ta­tion for the ad­ver­tis­ing scene in the Iraqi mar­ket in 2016 is un­pre­dictable due to the cur­rent tur­bu­lent de­spite the fact that the Iraqi mar­ket has al­ways shown the abil­ity to with­stand tremen­dous political and eco­nomic pres­sures.

Top 10 Me­dia Agen­cies- All Me­dia 1. MIND­SHARE 2. STAR­COM ME­DIA VEST GROUP 3. EDICOO 4. ME­DI­ACOM 5. UNI­VER­SAL ME­DIA 6. DRIVE DENTSU 7. OMD 8. BPG MAXUS 9. HAVAS ME­DIA 10. INI­TIA­TIVE

Top 10 Brands - TV 1. ZAIN 2. ALTUNSA 3. MAH­MOOD 4. ASIA CELL 5. WILD TIGER

6. MELODY 7. PELEMALL.COM 8. PELEPARE

10. JAN­NAT AL AASHAB

1. ZAIN 2. ALTUNSA 3. MAH­MOOD 4. ASIA CELL 5. WILD TIGER 6. MELODY 7. PELEMALL.COM 8. PELEPARE 9. CONFY BABY 10. JAN­NAT AL AASHAB

Top 10 Brands-press 1. ASIA CELL 2. ZAIN 3. KOREK TELE­COM 4. LUKOIL 5. SOUTH OIL COM­PANY 6. STATE CO. FOR MAR­KET­ING

DRUGS & MED­I­CAL AP­PLI­ANCES 7. CNOOC LTD. 8. PETROCHINA COM­PANY 9. AL WAHA PE­TRO­LEUM CO. 10. STATE COM­PANY FOR GRAINS

TRAD­ING

Num­bers and rank­ings are based on the of­fi­cial rate card.

Newspapers in English

Newspapers from Bahrain

© PressReader. All rights reserved.