Advertising spending in Saudi Arabia – additional information
Newspaper has been, by far, the most prominent medium for advertisers in Saudi Arabia over the last few years. Advertising spending on the medium has varied from 600 to 700 million U.S. dollars between 2008 and 2015. In comparison, spending of all other mediums combined – television, magazine, and outdoor – added up to an estimate of 449 million U.S. dollars in 2015, while newspaper advertising expenditure was projected to round up to 651 million U.S. dollars in the same year. Despite the dominance of the medium in the country, newspaper advertising expenditure share in Saudi Arabia has been slowly declining. In 2009, newspapers accounted for nearly 80 percent of advertising expenditure in the country; 59 percent was the expected figure for 2015.
This slow decline opens the market for other mediums. Radio has increased its market share over the years, with projections to take over the position of second most popular medium for advertisers in Saudi Arabia by 2014. Radio ad expenditure in Saudi Arabia is forecast to jump from 66 million U.S. dollars in 2010 to 231 million U.S. dollars in 2015. Outdoor advertising is also another most popular medium for Saudi Arabian advertisers. The medium reached its peak in 2012, when outdoor ad spending stood at 217 million U.S. dollars. Since then, outdoor ad spending has been declining, with projections to total 146 million U.S. dollars in 2015.
Television is the fourth most popular medium in Saudi Arabia in terms of advertising. TV ad expenditure share in Saudi Arabia has been fluctuating since 2008, showing both growth and decline throughout the years. However, the variation has been small, as TV advertising spending share has remained between 3.9 and 5.8 percent in the last few years. Saudi Arabia has the highest screen media advertising receptivity in the world, 52 percent as of March 2014, showing potential for further development of TV advertisement in the country.