Lebanon’s advertising spending outpaced GDP growth by increasing 4.5 percent in 2012, with online advertising posting a whopping 29 percent growth rate while maintaining the smallest market share, ArabAd magazine reported in its annual survey.
The study, conducted by research firm IPSOS-STAT, showed real advertising expenditures in Lebanon had climbed to $182 million in 2012 from $174 million in 2011.
Advertising expenditures contracted 3 percent in 2011 following a 15 percent increase in 2010, according to Byblos Bank’s weekly economic magazine.
Radio and TV advertising spending gained 11 and 8 percent respectively while newspaper and magazine ads grew 5 percenBEIRUT: Lebanon’s advertising spending outpaced GDP growth by increasing 4.5 percent in 2012, with online advertising posting a whopping 29 percent growth rate while maintaining the smallest market share, ArabAd magazine reported in its annual survey. The study, conducted by research firm IPSOS-STAT, showed real advertising expenditures in Lebanon had climbed to $182 million in 2012 from $174 million in 2011.
Advertising expenditures contracted 3 percent in 2011 following a 15 percent increase in 2010, according to Byblos Bank’s weekly economic magazine.
Radio and TV advertising spending gained 11 and 8 percent respectively while newspaper and magazine ads grew 5 percent.
Billboard ad spending fell 4.4 percent in 2012 but maintained second place in the market in spite of the slump.
In terms of market share, television advertisement accounted for 39 percent of expenditures at $71 million, followed by outdoor billboards with 23.6 percent at $43 million, and newspapers with an 18 percent share at $33 million.
Magazines, radio and online portals attracted 8.8 percent, 7.4 percent and 2.5 percent respectively.
MTV was the most popular channel for television ads while An-Nahar led the newspaper category. Radio Liban Libre was the most sought-after the news radio station and Sawt al-Ghad came top out of musical radio stations.
This meant MTV replaced LBCI and Radio Liban Libre overtook Sawt al-Mada as the top recipients of ad spending in their respective formats.
Solvid, maker of Kassatly Chtaura, was the biggest spender, followed by Transmed, Khalil Fattal & Fils, Nestlé, L’Oréal Liban and BankMed.
Buzz led the group of most advertised brands, which also included BankMed, Zein Al Atat, XXL, Freez, Touch, BLOM, Alfa and Pampers.
According to the study, monitored advertising expenditures in Lebanon reached $1.24 billion in 2012, unchanged from 2011 and 2010. It said the discrepancy between monitored rates and actual figures persisted in the market, where monitored rates are up to 6.8 times greater than real ad spending.
The study attributed this trend to big client discounts, inflated rate cards, big barter deals, and a lack of transparency in the industry in terms of reporting earnings.
Monitored TV ad spending was estimated to be 13.2 times greater than actual spending, followed by radio with a 3.9 ratio, magazines with a 3.2 ratio, outdoor billboards with a 3.1 ratio, cinema with a ratio of 1.9, and newspapers at 1.8. t.
Billboard ad spending fell 4.4 percent in 2012 but maintained second place in the market in spite of the slump.
In terms of market share, television advertisement accounted for 39 percent of expenditures at $71 million, followed by outdoor billboards with 23.6 percent at $43 million, and newspapers with an 18 percent share at $33 million.
Magazines, radio and online portals attracted 8.8 percent, 7.4 percent and 2.5 percent respectively.
MTV was the most popular channel for television ads while An-Nahar led the newspaper category. Radio Liban Libre was the most sought-after the news radio station and Sawt al-Ghad came top out of musical radio stations.
This meant MTV replaced LBCI and Radio Liban Libre overtook Sawt al-Mada as the top recipients of ad spending in their respective formats.
Solvid, maker of Kassatly Chtaura, was the biggest spender, followed by Transmed, Khalil Fattal & Fils, Nestlé, L’Oréal Liban and BankMed.
Buzz led the group of most advertised brands, which also included BankMed, Zein Al Atat, XXL, Freez, Touch, BLOM, Alfa and Pampers.
According to the study, monitored advertising expenditures in Lebanon reached $1.24 billion in 2012, unchanged from 2011 and 2010. It said the discrepancy between monitored rates and actual figures persisted in the market, where monitored rates are up to 6.8 times greater than real ad spending.
The study attributed this trend to big client discounts, inflated rate cards, big barter deals, and a lack of transparency in the industry in terms of reporting earnings.
Monitored TV ad spending was estimated to be 13.2 times greater than actual spending, followed by radio with a 3.9 ratio, magazines with a 3.2 ratio, outdoor billboards with a 3.1 ratio, cinema with a ratio of 1.9, and newspapers at 1.8.
