ArabAd - - COVER STORY - BY: AI­MAN EL-KAISSOUNI Me­dia Di­rec­tor

With all the eco­nomic ob­sta­cles Egypt faced in 2016, the ad­ver­tis­ing mar­ket con­tin­ued to grow by about 30%. This was mainly driven by TV due to the en­try of new net­works, in ad­di­tion to the strong pres­ence of Egyp­tian foot­ball that was not prop­erly present in 2015. Fur­ther­more, Ra­madan ad­ver­tis­ing ex­pen­di­ture on TV is still al­lo­cated over quar­ter of the full year’s bud­get. Con­trary to other coun­tries, char­ity ad­ver­tis­ing is paid and not aired free in Egypt. Some of the char­i­ties are among the top ad­ver­tis­ers ev­ery year. It is also im­por­tant to note that due to the dra­matic in­fla­tion in the Amer­i­can Dol­lar, these fig­ures do not re­flect the true ex­tent of the growth in the Egyp­tian mar­ket.

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