KUWAIT

ArabAd - - COVER STORY - Se­nior CS & BD Man­ager – Ip­sos Con­nect BY: TEJENDER GANDHI

The epi­demic of re­duced ad­ver­tis­ing bud­gets and a height­ened sense of de­spon­dency sur­vived well and strong in 2016. Brands and mar­keters’ wari­ness to in­vest in ad­ver­tis­ing and the con­tin­ued glut in oil prices en­sured that Kuwait wit­nesses an­other year where the over­all me­dia spend was lower than the pre­vi­ous. Ex­pen­di­ture dropped by a huge mar­gin of 19% in 2016 (as com­pared to 2015), a trend that has been con­tin­u­ing for the past four years. Po­lit­i­cal in­sta­bil­ity in the re­gion and the re­cent dis­so­lu­tion (and re-elec­tion) of Kuwait’s Par­lia­ment are also sig­nif­i­cant fac­tors con­tribut­ing to the de­cline in ad spend­ing. News­pa­pers spend­ing dropped by 17% while TV ex­pen­di­ture was re­duced by half in 2016. Mag­a­zines too are fac­ing the brunt with a 26% de­crease in spend­ing. Ra­dio re­mains rel­a­tively un­scathed, with just 7% de­crease. On the heels of ma­jor changes in the ra­dio mar­ket to­wards the end of the 2016, the ra­dio scene in Kuwait might fi­nally be heat­ing up. The big­gest (and only) gainer con­tin­ues to be Out­door me­dia, with a sub­stan­tial 18% in­crease in spend­ing. 2017 will at long last see the re­vival of the OOH in­dus­try in Kuwait af­ter a lull of nearly four years, and it will be in­ter­est­ing to see how it af­fects the me­dia land­scape. Print me­dia takes the cake with 61% SOE, fol­lowed by 23% for OOH, 13% for TV and 3% for ra­dio. The fol­low­ing ta­bles high­light ex­actly how the top brands are per­form­ing when it comes to me­dia spend by type:

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