KSA

Advertising spend in KSA witnessed a huge decline in 2016 by -18% year on year, valued at $1.1 billion versus $1.4 billion in 2015. Newspapers remain dominate with 48% of total advertising spend in 2016 as leading Media, but much less than previous years with 58% share in 2015, as all other media registered a -32% decline. Magazines continue to capture the last share with 2%, but with a loss of -20% from 2015. As expected, Radio witnessed a good recovery from a loss of -5% in 2015 to a growth rate of 8% in 2016 driven by competitive costs and flexibility. Radio’s share of spend is now at 24% and continues to be the true local broadcast medium. Outdoor continues to capture the third highest share of total advertising spend showing a significant growth of 4%, while TV showed a -21% year on year decrease. In terms of Brand Spend: SAUDI TELECOM and MOBILY recorded the largest market share followed by FORD MOTOR COMPANY on Total Media. The Automotive sector was, in 2016, the key spend on print led by FORD, MAZDA, CHEVROLET, NISSAN and TOYOTA respectively. Looking at top Brands on Outdoor media, MOBILY maintained the highest share followed by SAUDI TELECOM and ALMARAI in 3rd place. TRIVAGO and NESTLE were the main players on TV. As for Radio, SAUDI TELECOM led the way followed by ALMOSAFER.