ArabAd - - COVER STORY -

Sim­i­lar to last year, Oman still holds an es­ti­mated share of 1% of the to­tal me­dia ex­pen­di­ture from the MENA with gross spend­ing of 148 mil­lion USD in 2017. It has only de­creased slightly de­spite the eco­nomic cri­sis that hit the Mid­dle East last year. In con­text, the de­crease of me­dia ex­pen­di­ture in Oman this year is es­ti­mated to be around 18% ver­sus 2016; this is 2 per­cent­age points lower com­pared to the 2015-2016 drop of around 20%. Look­ing in de­tail, the 18% drop from 2016 to 2017 is ob­served to be com­ing from print me­dia (news­pa­pers and mag­a­zines) which went down by 23%. De­spite the drop this year, there is good in­ter­est in ad­ver­tis­ers’ spend­ing on TV, which is higher by 7% com­pared to last year. More im­por­tantly ad­ver­tis­ing for cin­ema com­pared to the tran­si­tion of 2015-2016 has greatly in­creased by 39% for 2016-2017, which show­cases pos­i­tive growth from the drop ex­pe­ri­enced (43%) in the last tran­si­tion. Com­pared to last year, the top three cat­e­gories in Oman this 2017 are cars, bank­ing, and telecom­mu­ni­ca­tions. As for top brands, Bank of Mus­cat re­mains in the top po­si­tion, fol­lowed by Mcdon­ald’s and Oman­tel, who switched rank­ings com­pared to last year. The 4th and 5th po­si­tions are taken by Oore­doo and Toy­ota. Look­ing at the top me­dia agen­cies in Oman, MEC re­mains to be at the top for the past three years, whereas Uni­ver­sal Me­dia dropped to 4th com­pared to their 2nd place rank­ing over the past two years which was taken by Me­dia One this year. OMD, how­ever, ran up the rank­ings this year to be part of the top 10, and is listed as 3rd. Con­tin­u­ing with the rank­ings, Mind­share re­mains in the top 5, mov­ing down by one rank to 5th place. Over­all, de­spite re­cent events, Oman keeps a steady po­si­tion in the me­dia in­dus­try based on ex­pen­di­tures recorded as per rate card, which can be seen as an op­por­tu­nity of con­tin­u­ous growth with con­fi­dence that the Mid­dle East will re­main sta­ble in 2018.

Me­dia Mon­i­tor­ing In­tel­li­gence Ex­ec­u­tive Ip­sos Con­nect Ran Ne­grillo

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