KSA MEDIA CONSUMPTION review
Although the KSA is the most digitally engaged country in the MENA region, traditional media, notably print and TV, remain broadly popular throughout the country, and still take a big chunk in the media mix. However, they aren't suitable for all advertisers-specially small and medium sized organizations-- as readership on digital channels slowly pulls the rug from under it. The common trend in Saudi Arabia is now digital marketing and the proliferation of digital agencies in the country is proof to that demand. Internet penetration in the country remains far higher than any country in the region. This study by Ipsos Connect conducted in 2016 offers a bigger picture of the trending media consumption patterns in Saudi Arabia. TV remains the biggest traditional media in Saudi Arabia – whereby reaching an average of 97% from the total population. The Internet is the second most consumed with 87% usage. 86% is the average reach of the Radio in the Kingdom making it one of the strong media’s that reach the population. As for Press, 81% of the population are readers wherein readers are divided into Daily, Weekly and Monthly readers.
KSA TV viewership habits include several aspects that are interpreted from these main indicators. The peak period of TV viewership is between 8 pm and 12 midnight which is divided among the below Genres. General Entertainment channels attain the highest viewership share. TV reach varies throughout the days of the week.