KSA ME­DIA CON­SUMP­TION re­view

ArabAd - - STUDY - HEAD OF CON­NECT IP­SOS SAUDI ARA­BIA

Al­though the KSA is the most dig­i­tally en­gaged coun­try in the MENA re­gion, tra­di­tional me­dia, no­tably print and TV, re­main broadly pop­u­lar through­out the coun­try, and still take a big chunk in the me­dia mix. How­ever, they aren't suit­able for all ad­ver­tis­ers-spe­cially small and medium sized or­ga­ni­za­tions-- as read­er­ship on dig­i­tal chan­nels slowly pulls the rug from un­der it. The com­mon trend in Saudi Ara­bia is now dig­i­tal mar­ket­ing and the pro­lif­er­a­tion of dig­i­tal agen­cies in the coun­try is proof to that de­mand. In­ter­net pen­e­tra­tion in the coun­try re­mains far higher than any coun­try in the re­gion. This study by Ip­sos Con­nect con­ducted in 2016 of­fers a big­ger pic­ture of the trend­ing me­dia con­sump­tion pat­terns in Saudi Ara­bia. TV re­mains the big­gest tra­di­tional me­dia in Saudi Ara­bia – whereby reach­ing an av­er­age of 97% from the to­tal pop­u­la­tion. The In­ter­net is the se­cond most con­sumed with 87% us­age. 86% is the av­er­age reach of the Ra­dio in the King­dom mak­ing it one of the strong me­dia’s that reach the pop­u­la­tion. As for Press, 81% of the pop­u­la­tion are read­ers wherein read­ers are di­vided into Daily, Weekly and Monthly read­ers.

TV

KSA TV view­er­ship habits in­clude sev­eral aspects that are in­ter­preted from th­ese main in­di­ca­tors. The peak pe­riod of TV view­er­ship is be­tween 8 pm and 12 mid­night which is di­vided among the below Gen­res. Gen­eral En­ter­tain­ment chan­nels at­tain the high­est view­er­ship share. TV reach varies through­out the days of the week.

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