ArabAd - - COVER STORY -

KSA Me­dia Di­rec­tor For the se­cond year, KSA’S ad­ver­tis­ing ex­pen­di­tures wit­nessed a drop in 2015 val­ued at $1.4 bil­lion or around 9% com­pared to last year’s fig­ures Look­ing at Me­dia split, News­pa­pers con­tinue to lead the way with yearon-year de­cline of 7%. The medium in­creased its to­tal share of spend, reach­ing 58% in 2015 com­pared to 57% in 2014. Mag­a­zines, most of which are more niche pub­li­ca­tions tar­get­ing a highly spe­cific au­di­ence, have also dropped 12%. Nev­er­the­less, the com­bined News­pa­per and Mag­a­zines share of to­tal spend is still sig­nif­i­cant ac­count­ing for 60% in 2015. TV de­clined by 23% though less than the drop of 33% ex­pe­ri­enced in 2014. Out­door ad­ver­tis­ing spend is still ex­pected to re­cover, which wit­nessed a sig­nif­i­cant de­cline of 12% in 2015. Ra­dio re­mains the true lo­cal broad­cast medium and the most ef­fec­tive for lo­cal busi­nesses, al­though its mar­ket share dropped by 5.7%. In terms of client spend­ing: The Tele­com sec­tor en­joys the largest mar­ket share led by Saudi Tele­com and Eti­had Eti­salat fol­lowed by Ford Mo­tors Com­pany on to­tal me­dia. Look­ing at top brands in Out­door me­dia, Mo­bily got the high­est share fol­lowed by Saudi Tele­com and Zain in 3rd place. Print spend dif­fered slightly and was led by Ford in 1st place fol­lowed by Saudi Tele­com and Nis­san in 2nd and 3rd re­spec­tively. The big­ger sec­tor spender on TV were brands such as Shu­magh for Drosh and Pru­jaih re­spec­tively. Fast Food brands were more ac­tive on Ra­dio where Mcdon­ald’s ranked 2nd while Saudi Tele­com main­tained its 1st place.

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