KSA

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.