Le­banon

ArabAd - - COVER STORY - BY: JU­LIANA BAROUK Me­dia Mon­i­tor­ing Di­rec­tor

Against all odds, Le­banon wit­nessed sta­bil­ity com­pared to the tur­moil in the re­gion dur­ing 2016. This sta­bil­ity is re­flected in the me­dia scene where the ad­ver­tis­ing ex­pen­di­tures showed a steady growth of 4%, which was the same as last year. The to­tal ad ex­pen­di­tures grew from $1.64 bil­lion in 2015 to $1.71 bil­lion in 2016. The growth in the ex­pen­di­tures is re­flected in Out­door and TV me­dia only. Out­door me­dia lead the growth in Le­banon with an 8% in­crease, from $175 mil­lion to $191 mil­lion. TV held the 2nd po­si­tion in­creas­ing by 5%; from $1.32 bil­lion to $1.40 bil­lion. Ra­dio, Print, and Cin­ema all dropped sig­nif­i­cantly in ex­pen­di­tures dur­ing 2016. The ma­jor de­cline was Cin­ema with a 34% drop. News­pa­pers de­clined from $51mil­lion to $41 mil­lion, a 23% drop. Mag­a­zines, de­clined as well by 14% and Ra­dio by 15%. All of this could have been due to the shift to On­line me­dia and the strong pres­ence of dig­i­tal plat­forms... The top spender in Le­banon for 2016 on all me­dia un­der the brand cat­e­gory is Beirut Beer com­pared to Bankmed in 2015. The rank­ing of the top brands split by me­dia comes as fol­lows: Beirut Beer was the top spender on TV, Bankmed on PRINT, Bridge­stone on Ra­dio, in Cin­e­mas, Coca-cola kept its 2015 rank­ing and Sam­sung took the first place on Out­door. In terms of Clients, the high­est spend­ing rate in Le­banon be­longed to PROC­TER & GAM­BLE fol­lowed by SOLVID. The top rank­ing Me­dia Agencies for 2016 in Le­banon are Starcom Me­dia Vest Group, OMD, fol­lowed by Universal Me­dia and Rizk Group. Le­banon man­aged to keep a steady vol­ume of ad­ver­tis­ing ex­pen­di­tures in 2016, hop­ing the best for 2017!

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