Television medium remains favourite platform for brands placement, as out of KSh16 billion industry advertisement budget between July-September 2023, KSh10.9 billion was channeled to television stations.
- Radio followed at KSh3.6 billion while another KSh1.6 billion was spent on print advertisement, Communication Authority of Kenya says in its Kenya Media Landscape Report capturing July-September 2023 period.
- According to the study, between 2015 and 2022, there has been substantial growth in both radio and TV stations.
- The count for radio stations surged from 120 to 228, and for TV stations, there was a remarkable increase from 6 to 182.
The surge in TV stations can be attributed to the proliferation of digital media, with an increasing availability of stations across various platforms, including set-top-boxes and online streaming. The shift in consumption patterns has played a pivotal role in shaping the current media landscape.
“Overall, media spending has decreased due to government budget cuts, and brands are currently prioritizing market retention by implementing targeted exposure strategies with minimal spending. Additionally, brands with a wider product portfolio opt for a range of product campaigns and intermittent exposure. The expenditure on a combination of TV, radio and print declined by 15 per cent in July and increased by 5 per cent and 8 per cent respectively in August and September 2023,” according to the survey.
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.
How Media is Consumed
Digital content, the Africa climate summit, CSR activities, fintech, and real estate media activities accounted for a significant portion of TV media buying. Financial services and communications have the highest advertising spend on radio followed closely by betting and gaming, media, beverage, transport, corporate, agriculture, households, foods, property, education, pharmaceuticals, office and equipment. Other sectors splashing money on radio adverts are tourism, personal care, retail, clothing, fabrics and footwear.
- According to the survey, the primary medium for radio consumption is traditional radio sets, with mobile phones also serving as a significant platform, accounting for approximately one third of radio listenership.
- TV viewership predominantly occurs through television sets, and the internet plays an increasingly important role.
- Similarly, social media is predominantly accessed and consumed through mobile phones, underscoring the growing influence of handheld devices in shaping our media consumption habits.
This mobile-centric trend reflects the evolving media consumption landscape in the digital age.
“Notably, the home remains the primary hub for media consumption, with 87% of individuals engaging in this activity there. While radio holds a slight edge over television in this setting, the workplace also witnesses media consumption, with radio being more favored, suggesting that some individuals tune in to radio during work hours. Social settings like bars, restaurants, and hotels exhibit a preference for TV content.”
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