Pan arab

ArabAd - - COVER STORY - BY: JU­LIANA BAROUK

Me­dia Mon­i­tor­ing Di­rec­tor 2016 was a very dif­fi­cult year in the MENA re­gion due to eco­nomic, po­lit­i­cal, and se­cu­rity prob­lems... The cri­sis af­fected the ad­ver­tis­ing ex­pen­di­tures in the big­gest mar­ket in the re­gion, the Pan-arab mar­ket. TV wit­nessed an in­signif­i­cant growth of 0.3% from $8.69 bil­lion in 2015 to $8.72 bil­lion in 2016 spread over 76 mon­i­tored TV satel­lite chan­nels. The sub­stan­tial fall how­ever, was in the Print in­dus­try with a drop of around $56 mil­lion com­pared to 2015. News­pa­pers are suf­fer­ing with an 86% de­crease in bud­get com­pared to last year and a 21% de­crease on Mag­a­zines. The shift to On­line played a big role in this drop. The top 4 brands in 2016 re­main the same as last year with a change be­tween 3rd and 4th po­si­tions. The lead­ing brand in the Pan-arab mar­ket is SAUDI TELE­COM fol­lowed by SEDAR. PEPSI rose from 4th place to the 3rd and Det­tol moved to 4th place. In Print, the sit­u­a­tion was dif­fer­ent. The Na­tional Bank of Egypt lost its first place stand­ing, which it held for the past 3 years and was re­placed in 2016 by DIOR fol­lowed by Chanel, BVL­GARI and Rolex all of which are in­ter­na­tional lux­ury brands. As for the num­ber one me­dia agency based on ad­ver­tis­ing ex­pen­di­tures, Starcom Me­di­avest group kept its po­si­tion as num­ber one fol­lowed by Universal Me­dia, OMD and Magna. PROC­TER & GAM­BLE, one of the top global com­pa­nies con­tin­ues to be the num­ber one spender in the Pan-arab mar­ket for many years. What is clear, is that changes need to be in­sti­tuted in 2017 within the ad­ver­tis­ing in­dus­try in or­der to over­come the cri­sis and in turn, achieve bet­ter re­sults.

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