MOROCCO

ArabAd - - COVER STORY - BY: LOUBNA HARK Con­nect Man­ager

Com­pared to 2015, the ad­ver­tis­ing in­vest­ments in Morocco in 2016 re­main at a sim­i­lar level and are to the tune of $575 mil­lion (Gross). TV rep­re­sents the most im­por­tant share of these in­vest­ments with 42% of the to­tal dur­ing 2016, which back in 2015 were to the tune of 39%. This in­crease is re­lated to the 6% rise of the top TV spenders. Out-of-home comes sec­ond with a share of 26% and Ra­dio comes third with a share of 17%, which rep­re­sents the same share as 2015. As in most coun­tries, the News­pa­per busi­ness suf­fered from the dig­i­tal shift as its share dropped by 17%. Cin­ema’s share rose by 44%, re­flect­ing the open­ing of new multiplex chains. The top ten ad spenders rep­re­sent 37% of the to­tal in 2016. In this rank­ing, Unilever is no longer among the top ten and was ousted by the new comer Mar­jane op­er­at­ing in the re­tail busi­ness. The top 10 ad­ver­tiser are led by Telco who ranked among the top 3. The same ap­plies to the top 10 brands also led by Telco.

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