OMAN

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.