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Kenya ad spend 2017-2019, by medium

Advertising spending in Kenya from 2017 to 2019, by medium (in million U.S. dollars)

by A. Guttmann, last edited Jul 31, 2019
Kenya ad spend 2017-2019, by medium It was projected that advertising spending in Kenya in 2019 would reach 332 million U.S. dollars, with TV and radio accounting for the largest chunks of these expenditures – 107 and 97 million U.S. dollars respectively. In general, adverting spending in the country is forecast to grow at seven percent CAGR between 2017 and 2022, with annual growth rates slowing down from 7.7 percent to 6.2 percent in the same period.
Radio advertising in Kenya
Radio plays a large role in Kenya, so much so that in 2017 spending on the medium was only three million dollars lower than on TV ads. All in all, the radio advertising market in Kenya is expected to grow to 119 million U.S. dollars by the end of 2022, exhibiting consistent annual growth oscillating around seven percent between 2017 and 2022.

Radio audience in Kenya
In early 2019 it was found that radio stations broadcasting in Kiswahili – a common language adopted in Kenya – had the largest share of all radio audiences in the country at 44 percent, whereas English-language radio stations claimed a quarter of listeners in Kenya. While Swahili is the language of choice for general audiences, the trend is even more pronounced among those aged 35 and over – their preference for English radio is visibly smaller, with only 16 percent listening to such stations. Younger Kenyans are more inclined to listen to English-broadcasts and only 24 percent choose to tune in to vernacular radio.
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Advertising spending in Kenya from 2017 to 2019, by medium (in million U.S. dollars)

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