Ad spend increased by 21 per cent in the fourth quarter of 2023/24 surging to KSh18 billion with the Property, Building, and Accommodation sectors identified as key drivers of the growth.
According to the audience measurement and industry trends report by Communications Authority of Kenya (CA), the total spending grew from KSh16 billion in the Q1 2023/24 to KSh17 billion in the Q2 2023/24 but it fell to KSh15 billion in Q3 2023/24.The home continues to be the main place for engaging with media, with radio slightly surpassing television in this setting.At workplaces, radio is the preferred medium, while television content is more popular in social environments such as bars, restaurants, and hotels.Specifically, TV has the greatest spending, with radio coming in second. “The predominant allocation of advertising spending is directed towards free to air TV, highlighting its central role in the advertising landscape. This emphasis on free to air TV underscores its effectiveness in reaching a wide and diverse audience,” notes CA.
“Corporate and Multi-brand have the highest spending in print while Financial services spent heavily on radio stations, media have the highest spending in TV platform.”
In the quarter under review, financial service firms spent Ksh2.9billion emerging as heavy spender followed by Media and Corporate and Multi-brand sectors each splashing Ksh2.4billion and Ksh1.9 billion respectively.
Betting and Gaming, Publishing and education, tourism and entertainment, transport, retail were some of the sectors who ad spend declined in the fourth quarter compared to the third quarter. “Despite tough economic times, FMCG and service brands remain strong, as government reduced their media buying.”
Throughout the four quarters, consumption patterns remained consistent. Mobile phones make up about one-third of radio listenership, though traditional radio sets are still the primary means of listening. Television is predominantly watched on TV sets. Social media is mainly accessed via mobile phones and remains a key component of media consumption.
From Q1 2023/24 to Q4 2023/24, there has been no significant shift in media consumption locations.
The data for Q4 2023–2024 shows a minor increase in the use of two media types, with the percentage of participants utilizing various media platforms rising by 0.8%. However, there was a slight decline in multimedia consumption, indicating a shift away from the trend towards a more interconnected media landscape, with a 0.9% decrease in respondents engaging with multiple media platforms.
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