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Advertising spending in Lebanon unchanged at $190m in 2015

BEIRUT |, with agencies - February 10, 2016, 10h57

The annual survey of the advertising market in the Arab world by ArabAd magazine and research firm Ipsos shows that real advertising expenditures in Lebanon totaled $190m in 2015, nearly unchanged from $189m in 2014, reported Byblos Bank's Lebanon This Week.

In comparison, advertising expenditures grew by 1.9% in each of 2013 and 2014, rose by 4.5% in 2012, contracted by 3% in 2011, and posted increases of 15.4% in 2010 and 18.5% in 2009.

Television attracted $83m or 43.7% of advertising expenditures, followed by outdoor billboards with $43m (22.6%), newspapers with $25m (13.2%), radio with $16m (8.4%), magazines with $11m (5.8%), online with $10m (5.3%) and cinemas with $2m (1.1%).

Spending on online advertising rose by 43% last year, radio ads grew by 6.7% and TV ads improved by 3.8%; while advertising expenditures on magazine ads regressed by 15.4%, newspaper ads contracted by 10.7% and outdoor billboards declined by 2.3% year-on-year.

Spending on ads at cinemas was unchanged from 2014.

Procter & Gamble was the biggest corporate spender on advertising in Lebanon, followed by Solvid, Nestlé, BankMed, Banque Libano-Française, Mondelez International, Jane Nassar, Lebanese Arab Credit, Salameh Co. and Zain.

Procter & Gamble was the largest spender on TV ads last year, Majid Al Futaim was the biggest client of outdoor billboard ads, BankMed spent the most on press ads, Yokohama was the biggest spender on radio ads, and Coca-Cola Company was the largest spender on cinema ads.

Further, BankMed was the top advertised brand in all media, followed by Banque Libano-Française, Pampers, Jane Nassar, Lebanese Arab Credit, Salameh Co., Buzz, Touch, Arial and Moukarzel. BankMed was the top advertised brand on television and in the printed press in 2015, Touch was the most frequently promoted brand on out-of-home advertising, Yokohama was the top advertised brand on radio, and Coca-Cola was the most frequently promoted brand in cinemas.

According to Ipsos, monitored advertising expenditures in Lebanon rose by 4% to $1.65bn in 2015. The survey indicated that the discrepancy between monitored rates and actual figures continues, as monitored rates are 8.7 times larger than real advertising expenditures.

It attributed this trend to big client discounts, inflated rate cards, big barter deals, as well as to a lack of transparency in the industry in reporting earnings. It noted that monitored ad spending on TV is 16 times larger than actual spending, followed by outdoor billboards with a 4.1 ratio, magazines with a 3.6 ratio, radio with a 3.4 ratio, newspapers at two times and cinemas with a ratio of 1.5 times.

#Advertising, #Business
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