Lebanon

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!