OMAN

ArabAd - - COVER STORY - BY: CHRISTINA BCHARA Client Ser­vic­ing Ip­sos Con­nect

Oman is es­ti­mated to hold 1% share of the to­tal me­dia ex­pen­di­ture from the MENA with a gross spend of $174 mil­lion in 2016. The over­all me­dia ex­pen­di­ture in Oman dropped by 20% in com­par­i­son to last year. This de­crease is split among Cin­ema with 43% drop, News­pa­pers 23% and Mag­a­zines 8%. Although the to­tal spend has dropped, we see a clear change in the in­ter­est of ad­ver­tis­ers shift­ing to TV (Oman TV) as it shows an in­crease of 37% in com­par­i­son to 2015. The top 3 cat­e­gories for 2016 are Cars, Real Es­tate and Bank­ing. As for the top brands, num­ber one goes to Bank Mus­cat sim­i­lar to last year, fol­lowed by Oman­tel, which rose from 3rd po­si­tion, fol­lowed by Mcdon­ald’s, Toy­ota and Lulu Hyper­mar­ket. As for Me­dia agencies, we see a change in the rank­ing com­pared to last year. Although MEC and Universal Me­dia are still the top 2 sim­i­lar to 2015, we see a jump for Me­dia one to 3rd po­si­tion, fol­lowed by Mind­share and an ob­vi­ous shift for Zenith Me­dia also in com­par­i­son to last year’s rank­ing.

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