ArabAd - - COVER STORY - Se­nior Di­rec­tor Head of Ip­sos Con­nect Saudi Ara­bia BY: JOSEPH HELOU

Ad­ver­tis­ing spend in KSA wit­nessed a huge de­cline in 2016 by -18% year on year, val­ued at $1.1 bil­lion ver­sus $1.4 bil­lion in 2015. News­pa­pers re­main dom­i­nate with 48% of to­tal ad­ver­tis­ing spend in 2016 as lead­ing Me­dia, but much less than pre­vi­ous years with 58% share in 2015, as all other me­dia reg­is­tered a -32% de­cline. Mag­a­zines con­tinue to cap­ture the last share with 2%, but with a loss of -20% from 2015. As ex­pected, Ra­dio wit­nessed a good re­cov­ery from a loss of -5% in 2015 to a growth rate of 8% in 2016 driven by com­pet­i­tive costs and flex­i­bil­ity. Ra­dio’s share of spend is now at 24% and con­tin­ues to be the true lo­cal broad­cast medium. Out­door con­tin­ues to cap­ture the third high­est share of to­tal ad­ver­tis­ing spend show­ing a sig­nif­i­cant growth of 4%, while TV showed a -21% year on year de­crease. In terms of Brand Spend: SAUDI TELE­COM and MO­BILY recorded the largest mar­ket share fol­lowed by FORD MO­TOR COM­PANY on To­tal Me­dia. The Au­to­mo­tive sec­tor was, in 2016, the key spend on print led by FORD, MAZDA, CHEVRO­LET, NIS­SAN and TOY­OTA re­spec­tively. Look­ing at top Brands on Out­door me­dia, MO­BILY main­tained the high­est share fol­lowed by SAUDI TELE­COM and ALMARAI in 3rd place. TRIVAGO and NES­TLE were the main play­ers on TV. As for Ra­dio, SAUDI TELE­COM led the way fol­lowed by ALMOSAFER.

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