Market Landscape October 2014

MARKET LANDSCPAE HY
2014
2014.10.14
Introduction
Why Market Landscape
MENA MARKET LANDSCAPE
The Market Landscapes Report is aimed to report facts and insights on consumers and their media behavior. It covers the three
main pillars of a particular market: market overview, consumer lifestyle and trends, followed by the media facts. The following are
the main reasons for which we revamped the Media Landscape to Market Landscape:
Understanding consumer lifestyles is important because it provides in-depth knowledge of consumers and their engagement with
different media types which is key in achieving the desired communication objective today.
Today, consumers have evolved and there seems to be an emotional bond between consumers and the media consumed, which
needs to be interpreted.
This evolution is mainly led by the advancement in technology which has affected the whole media layout
How to use this presentation:
Clicking on the icon

MENA Map.
On the COUNTRY LANDSCAPES slide, click on desired country's flag to view the market landscape of that particular country.
an OmnicomMediaGroup company
will take you the main slide of this presentation where you will be able to see the whole
MENA
Regional Facts
Geography
The MENA (Middle East and North Africa) region as defined earlier is an integral part of the Arab World. The boundary
of MENA countries spreads from the Arabian Sea to the Atlantic Ocean, covering the area of 15 million sq. km.
Although Arabic is the official language of most of the MENA countries, English is widely spoken and understood.
French is the second most preferred international language in the Maghreb and some parts of Levant.
If MENA was a country it would be 3rd

largest country in the world.
86% of the MENA population are Arabic

speakers
MENA is the fastest growing emerging

ICT market in the world
It has 60% of the world's oil & 45% of

the world's natural gas reserves
8 of the 12 OPEC nations are within the

MENA region
MENA has the internet penetration of

59%
Arabic is the fastest growing

language on the internet
People
One third of the MENA population is young, aged below 14 years. According to the World Bank report, MENA faces a
great challenge of urbanization ahead. There has been a rapid increase in the urban population due to people
migrating from rural areas over the past few years. This trend is likely to continue in the years to come, where cities
are now expanding to mega cities like Beijing and Sao Paolo. Growth in population would result in higher demand
forgoods, products, and facilities such as houses, cars, electronics, infrastructures, jobs, education and healthcare
facilities.
Economy
MENAs economic outlook is very strong as a large chunk of its economy is dependent on its oil and gas exports. This
year, IMF in its latest report has shown the uncertainty towards the growth of the MENA economy. Its economy is set
to grow this year at a steady pace by 3.7% but may be adversely impacted by ongoing political unrest in Syria,
instability in Egypt and small protests in Bahrain. However most of the oil exporting GCC countries will be least
affected.
MENA
Economic Overview
$120
Global Oil Prices (per barrel)
$100
$80
$60
MENAs current economic outlook can be divided into two categories: MENA oilimporters (Levant and North African countries) and MENA oil-exporters (mainly
GCC countries). Overall, MENA is going through a period of change in the from of
political transitions and economic shifts. The rise in global oil prices has
strengthened the economic outlook of oil-exporting countries but adversely
affected the others. Gulf countries have pegged their local currency against the
US Dollar to stabilize oil-based revenues.
$40
$20
$0
7%
MENA real GDP Growth (%change)
6%
MENA oil-importers have to manage higher commodity prices, growth rate and
rising unemployment which is the highest in the world. In countries experiencing
the Arab Spring such as Syria and Egypt, political imbalance has
predominantly raised the risk of economic stability. Therefore, economic
recovery in these countries is sluggish and hesitant this year.
Within MENA, the Middle East remains the main focus for economic growth due
to increase in the oil production and exports. As a result, inflation is controlled
and there is a subsequent increase in the government spending.
North African and Levant countries have higher inflation rates compared to the
GCC. The rise is mainly due to the local environment, higher energy cost, global
economic factors and movements of commodity prices.
5%
4%
3%
2%
1%
0%
2006
MENA
GCC
North Africa
2007
30%
2008
2009
2010
2011
2012
Inflation (%)
25%
North Africa
GCC
LEVANT
20%
15%
10%
5%
0%
2006
2007
2008
2009
2010
2011
2012
CONSUMER OVERVIEW
MENA
Consumer Lifestyle & Trends
Summary
Consumers are the key investment drivers in the MENA region, majority of whom are mostly youngsters (under 35 years of age).
Consumers in MENA have a huge income disparity; GCC consumers have the highest income per capita due to strong economic
growth compared to others in the region, offering strong potential growth globally. Consumers in Levant and North African countries,
however, are faced by many challenges and are severely affected by the global recession. Rising unemployment, political instability
and heightening inflation are main problems they face.
The global economic downturn has affected the consumer confidence in the region, forcing shifts in consumer spending habits.
However, oil-based economies were quick to respond due to the strong economic growth. Consumers in Middle East have high
consumer confidence and their spending increased rapidly, with most of the disposable income spent on food, apparel, health and
beauty. Egypt which is the most populous country within MENA has highest consumption of FMCG products, and affluent
consumers often spend on luxury items and latest tech gadgets. MENA has therefore become the most significant market for
business opportunities across the world. UAE consumers are the highest spenders in the region.
MENA consumers are highly fashion-oriented; depending on their budget they spend a significant portion of their disposable income
on fashion and grooming products. Consumers aspire for western fashion products and have a high awareness of international
brands. Affluent MENA consumers prefer travelling to the Middle East to shop for high end products, luxury goods and enjoy the
shopping experience. The Middle East has therefore become the most promising market for global brands.
Attitudes towards media

MENA consumers have high TV penetration, but the region is witnessing rapid growth in digital media. The growth is mainly led by
the young segment of the population which is inclined towards digital media. Within digital, social media is highly popular among
youngsters. There are around 105+ million internet users in the region. Robust communication infrastructure in the region would
further accelerate the growth of online population.
MEDIA OVERVIEW
Media Overview
MENA Reach
TV has the highest reach across all traditional/non-traditional media available in MENA. Pan Arab TV channels cover the entire region
and TV viewers can watch their programs and channels simultaneously across markets.
On the other hand, internet is the fastest growing media within MENA.
100%
MENA Reach
90%
80%
57%
60%
55%
42%
40%
34%
20%
0%
Television
Internet
Source: Ipsos Syndicated Studies, International Telecommunication Union
Radio
Dailies
Magz ines
Media Overview
Television
TV is the only media type in the region that connects Middle East & North Africa.
With over 700+ stations covering all the MENA markets simultaneously, it is one
of the most powerful platforms for advertisers. TV has experienced growth in the
past few years in terms of media investments and the inclusion of new channels
in all the markets. The majority of the stations are aired through Pan Arab
satellite which is broadcast through ArabSat and NileSat only and reaches the
whole of MENA.
The map illustrates the coverage of both ArabSat and NileSat in the region for
Pan Arab Satellite stations. ArabSat, is the leading communication satellite
operation which is based in Riyadh, Saudi Arabia. ArabSat provides coverage to
more than 100 countries in the Middle East, Africa and the major parts of Europe.
NileSat is an Egyptian based satellite operator which provides the local and Pan
Arab transmission up to 300+ channels.
Media Overview
Press
Currently, there are around 196 newspapers that are being monitored and circulated in GCC and Levant countries. In most of the
MENA countries, newspapers are published in both Arabic and English languages. In Egypt alone there are 44 newspapers that are
being circulated on daily basis.
Compared to newspapers, magazines have slightly lower reach but are more targeted to the segments having interest towards the
genre of the magazine. Currently, there are 421 magazines that are being monitored and 61 of them are in the Pan Arab market,
reaching to almost all MENA countries. Censorship in Saudi Arabia is prevalent in both newspaper and magazine, including
advertising, which is strictly controlled by censorship officials in order to remove any content that is deemed offensive.
The global economic crisis and changing consumer habits have severely dented press media. Press companies today are faced by
many challenges ahead which include a gradual decline in circulation especially in the developed market. These challenges include
rising printing and production costs, less advertising revenue and proliferation of digital media. Consumers prefer reading news
online and this has compelled the newspapers to have online presence with live updates. This, coupled with the rapid increase in
smartphone and tablet users, has allowed consumers to follow and share news on the move. Hence, a large-scale shift away from
print is clearly coming.
Media Overview
Outdoor
Outdoor in the region is not fully monitored. However, the following markets are partially monitored: UAE, Kuwait, Qatar, KSA,
Bahrain, Jordan, Lebanon, and Syria.
There are around 77 outdoor types in the region which are being monitored. Telecom, Cars, Banking, Restaurant and Cellular phones
are the top 5 categories this year.
Following are the types of Outdoor monitored in the region mainly in Kuwait & UAE:
Lammpost
Rooftop
Window
Branding
Bus Shelter
Scaffolding
LED Screen
Super Unipole
TPS
Station Wrap
EEP
Megacom
MUPI
Wall Sign
Minipole
Unipole
Media Overview
Radio
Being the oldest form of communication platform, Radio has presence in all MENA countries. In total, there are almost 64 radio
stations which are being monitored in the region (excluding North Africa). Most of the countries in MENA have government-owned
and private radio stations, all abiding by the code of conduct provided by the respective government bodies. Some of the local
terrestrial radio stations may have spill-over in few gulf countries. Religious radio stations have high reach and do not accept
advertising. Countries having a multicultural society may have a variety of radio stations in many languages.
Radio monitored markets include UAE, Lebanon, KSA, Kuwait, Qatar and Jordan. Lebanon has a total of 17 monitored radio stations
which is the highest in the region followed by Jordan with 17 and UAE with 13. The majority of the radio stations have only local
coverage and are confined to their geographic boundaries except Pan Arab stations which may have coverage in two or three
markets.
Telecom, Restaurants, Theatre & Cinema, Banking and Cars are the top most categories this year in terms of its advertising spends
regionally.
Media Overview
Cinema
The size of cinema industry varies within the Arab world. For instance, it is very niche within the gulf countries, especially in Saudi
Arabia, which does not allow movie theatres on its soil. Other GCC countries, have realized cinema as the most lucrative
entertainment industry and efforts are being made for its expansions through film festivals which are conducted every year. The
concept of luxury movie theaters is being brought to the Middle Eastern countries, providing movie-goers a business-class style
movie theater. They can now relax in spacious leather recliners while eating snacks off well-placed tables. In some GCC countries,
cinemas are home to variety of movies based on the expat population in the country i.e. Arabic, English, Indian, Indian-Tamil, IndianMalayalam, Pakistani, French etc.
Cinema monitoring in MENA is too scarce; only few countries are covered in the region, which are Egypt, Bahrain, Lebanon and UAE.
UAE and Egypt are the biggest industries for movie theaters in the region. Soft Drinks and Automotive ads are the most invested ads
on cinema screens.
The following are the film festivals in the region which are taking place each year. They have created high awareness among
consumers who flock to these festivals to enjoy movie experience with their families and friends. Some of them also host red carpet
events inviting international celebrities to the region.
Media Overview
Digital
Digital media marketing and online advertising in MENA

region are growing with a rapid pace compared to any other
media.
GCC Countries are investing a lot in Information and

Communications Technology.
Telecom operators are providing state-of-the-art technology to

the consumers
Internet penetration in MENA and GCC is at 59% (est.) and

76%%(est. respectively) which is expected to further rise.
On the right are the types of different digital touchpoints/opportunities in the MENA. Click on the bubbles
for more information.
MENA
Digital Investments
Fixed
2014
(USD Millions)
Display
Search
2016
1
2020
0
0
1,270
14%
17%
23%
Source: OMG Estimates
Mobile
Annual Growth
0
Mobile
Annual Growth
92%
840
23%
36%
620
Mobile
Annual Growth
0
0
Digital %
Video
Total digital spends
2018
Mobile
2,241
37%
Media Overview
Internet Penetration
Penetration
100%
88%
85%
40,000,000
88%
79%
76%
75%
30,000,000
60%
56%
54%
50%
44%
43%
25%
44%
17%
20,000,000
10,000,000
9%
0%
Source: International Telecommunications Union
GCC
MARKET LANDSCAPE
GCC
Region Facts
Country Overview
The Gulf Cooperation Council (GCC) founded in May 1981 is the political and economic union of the following Arab
states: Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and UAE. The objective of this union is to promote coordination
in all major fields of economy, finance, trade, customs, tourism, legislation and administration. GCC has taken steps
to encourage cooperation of the private sector. Its also keen in promoting education and believes in knowledge
sharing as a result scientific research centers are being established to progress in scientific field.
GCC is emerging as hotspot for international events: 2006 Asian Games in Doha, Qatar. Qatar has also won the bid
to host 2022 FIFA World Cup . The UAE is bidding to host the World Expo 2020 in Dubai
Economic Overview
All the GCC member states are oil-exporting countries and exhibit strong economic growth. Hence, there is will for
unified currency once established; it will be the strongest unified monetary union in the world measured by GDP of
the common-currency after the Euro. GCC has the potential to be the fastest growing economies in the world,
mostly due to a boom inoilandnatural gasrevenues coupled with a building and investment boom.
GCC countries were also affected by the global recession but were first to respond to the crisis. Recovery plans were
set in place to focus on growth priorities and boosting consumer confidence. Long-term measures are being taken
to lift the pressure from oil based economy by promoting industries and strengthening the private sector.
Source: World Bank & Euromonitor.
Total Population: 46,928,500 (2012

est.)
Population growth rate: 3.88%

(average 2012 est.)
Area: 2,572,960 sq. km
GDP growth rate: 5.0% (est.)
Inflation: 3.6% (est.)
GCC
Summary
Promising economic growth of the GCC countries from the oil revenues has helped in boosting the consumer confidence in the region. The tax free and business friendly
policy adopted by GCC countries have attracted many expatriates seeking employment and business opportunities. GCC consumers have a high annual disposable
income when compared to the whole of MENA. They share few commonalties like language for nationals, football being their favorite sport, tradition and culture. Almost
66% of GCC consumers claims to be satisfied with their standard of living and are very optimistic about their economic conditions and employment opportunities.
Shopping is the most preferred activity for GCC consumers. Harsh climate conditions in the GCC have also helped in propagating the shopping mall culture where
consumers often visit with their families and friends. Consumers not only enjoy shopping experience at malls but it has become their favorite destination for leisure,
dining, entertainment and convenience. The gulf countries have the largest retail space in the region attracting many tourists from around the world. The increase in
tourism has also boosted regions economy. Consumers are increasingly becoming fashion conscious; they aspire to follow western trends and are highly aware of
international brands. Affluent consumers are quality conscious and are willing to pay more for premium products. They consider themselves very stylish and owning
expensive brands has become a source of expression of their wealth to others.
A large segment of GCC consumers is composed of youngsters who are influential in making purchases. Youngsters have high affinity towards the digital media and are
very tech savvy. They keep themselves updated with the latest developments in technology and believe its important for them. Young consumers aspire for western
fashion trends and are highly brand conscious. Exposure to western media has increased their awareness towards international brands. Football is one of the favorite
sports among youngsters with 70% following.

Consumers in GCC enjoy watching TV and 51% of them consider it as their favorite pastime. TV reach is high among all GCC consumers. Over the past few years,
consumers have been increasingly digitalized; their internet consumption is growing and Arabic is becoming the fastest growing language on the internet. There has also
been a significant growth in the number of Arabic portals. Consumers are more likely to go online to research any products or brands.
GCC
Media Investments & Reach
Media investments in 2014 HY1 increased by 8% across all media types & GCC markets compared to 2013 HY1. Pan Arab TV investments increased by 8%
compared to 2013 HY1.
Investments by Market (2013 vs. 2014 USD millions Jan-Jun)
YOY Investments by Media Type (2004-2014 USD millions Jan-Jun)

2014
$4,000,000,000
2013
$8,000,000,000
$3,000,000,000
$6,000,000,000
$2,000,000,000
$4,000,000,000
$1,000,000,000
$2,000,000,000
Pan Arab
UAE
KS A
Kuwait
Qatar
Oman
Bahrain
Polynomial (Total Investments)
Television
Magaz ine
Newspaper
Radio
R = 0.98
$0
2004
$0
Total Investments
2005
2006
2007
2008
2009
2010
2011
2012
2013
Reach by media type across the GCC

100%
94%92%95%94%
94%
89%
87%
80%
88%
93%
89%
69%69%
65%
68%
54%52%
48%
60%
85%
85%85%
79%
79%
63%62%
69%
60%
54%
54%
47%
42%
35%
44%
40%
20%
60%
41%
29%
26%
20%
34%
22%
20%
0%
Television
S audi
Radio
UAE (Arabs )
Dailies
UAE (Non-Arabs )
88%88%
Weeklies
Kuwait
Monthlies
Oman
Qatar
Internet
Bahrain
Source: Ipsos stat 2004 2014, KSACUM14, Saudi Radio June 2014, Saudi Print 2013, UAECUM14, UAE Radio May 2014, UAE Print 2013,
Kuwait TV April 2014,. Kuwait radio 2013, Kuwait Print 2013, OMANNRS12, Ipsos Qatar CTV April 2014, QATNRS13, BAHNRS13, International Telecommunication Union
2014
GCC
Media Investments
Pan Arab investments are highest in the region which is mainly driven by TV mediums. Telecom has been the leading category up until 2012; the Cars category had
a higher share in 2013 and 2014.
Share of Investments by Market Jan-Jun 2014 | Total USD 6,556,097,239
58%
0%
10%
20%
16%
30%
40%
Bahrain
Oman
Qatar
$3.779b
$1.065b
$814.3m
2011
Top 5 categories
1.10
Billion
18%
26%
1. Telecom
27%
3. Publishing & Catalog
19%
1.34
Billion
5. Banking
KS A
$470.8m
2011
26%
17%
2. Mobily
369.7
Million
22%
3. Al Ahlam Competition
4. S audi Telecom
24%
19%
1.32
Billion
5. Exhibition & Events
17%
5. Pepsi
20%
Source: Ipsos stat 2011 2014 (Jan-Jun)
26%
1. Cars
3. Public
S ector
4. Telecom
5. S oft Drink
23%
18%
4. Coca-Cola
20%
19%
1. Mobily
22%
5. Dabur
21%
4. S amsung
1. S edar
2. S audi Telecom
3. Pepsi
21%
5. S hampoo
2014
2. Dabur
391.5
Million
1. Cars
2. Restaurant
1.31
Billion
17%
4. Banking
21%
100%
$74.6m
2013
1. Pepsi
2% 1%
2014
3. Telecom
21%
21%
3. Mobily
21%
$122.2m
2. Restaurant
15%
4%
Pan Arab
16%
28%
2. S audi Telecom
404.3
Million
90%
15%
1. Telecom
4. Restaurant
23%
80%
UAE
$231.5m
2012
1. Zain
7%
2013
3. S oft Drink
24%
19%
13%
Top 5 brands
Kuwait
2. Cars
4. Restaurant
21%
70%
2012
2. Cars
14%
60%
13%
17%
17%
50%
12%
19%
342.6
Million
3. Dettol
21%
5. S audi Telecom
19%
4. Dabur
5. Pepsi
Pan Arab
Media Investments
Investments by Month (2013 vs. 2014 USD millions Jan-Jun)

$800,000,000

$5,000,000,000
2014
2013
$3,000,000,000
Television
Magaz ine
Newspaper
$4,000,000,000
$600,000,000
Total Investments
R = 0.98
$400,000,000
$2,000,000,000
$200,000,000
$1,000,000,000
$0
Jan
Feb
Mar
Apr
May
2011
Top 5 categories
17%
24%
3. Telecom
27%
22%
895.4
Million
16%
5. S hampoo
4. S hampoo
16%
25%
2. Zain
269.6
Million
3. Dabur
342.1
Million
18%
4. Pepsi
20%
2009
2010
18%
22%
5. Chocolate
2011
2012
1. S oft Drink
2. Cars
3. S hampoo
4. Telecom 17%
25%
1. Pepsi
2. Coca-Cola
3. Dettol
4. Dabur
18%
5. Chocolate
3. Restaurant
4. Cars
21%
5. S oft Drink
20%
25%
324.7
Million
2014
17%
1. Dabur
2. Pepsi
3. Dettol
4. Mobily
19%
22%
3. Dabur
21%
23%
21%
1. S edar
2. Dettol
307.5
Million
5. Coca-Cola
19%
1. S hampoo
2. Choc olate
792.7
Million
2013
15%
2013
2014
17%
804.2
Million
22%
18%
2008
23%
5. Mobily
5. Mobily
17%
18%
1. S oft Drink
2012
1. Al Ahlam Competition
2007
19%
2011
17%
2006
2013
3. Cars
23%
19%
21%
30%
2005
2. Telecom
4. Cars
16%
Top 5 brands
16%
703.5
Million
$0
2004
2012
2. S oft Drink
17%
Jun
4. Pepsi
5. Dove
2014
COUNTRY LANDSCAPES
The term MENA stands for Middle East & North Africa, covering vast geographic boundaries, mainly countries from
Middle East and Maghreb. The following are the countries included in this MENA Market Landscape report:
NORTH
LEVANT
GCC Countries
AFRICA
Saudi Arabia
Oman
Jordan
United Arab
Emirates
Qatar
Lebanon
Kuwait
Bahrain
Iraq
Morocco
Algeria
Egypt
Tunisia
Click on any countrys flag to view the

Market Landscape
SAUDI ARABIA
MARKET LANDSCAPE
Saudi Arabia
Country Facts
Country Overview
Saudi Arabia, often known as KSA Kingdom of Saudi Arabia is the largest country in the Middle East in terms of
land area. The country is an integral part of the Arab world and a key member of GCC and OIC. Saudi Arabia has the
world's secondlargest oil reserveswhich are concentrated largely in theEastern region.Oil accounts for more than
95% of exports and 70% of government revenue.Saudi Arabia strictly follows Shariah Islamic law and the
majority of its population are Muslims. Muslim pilgrims worldwide visit the Holy Cities of Mecca and Medina
throughout the year. During Hajj season, pilgrim numbers and reaches upwards of two million.
In an aftermath of the Arab spring last year, the Saudi government announced special plans for its citizens to curb
any tension that may rise in the country, such as increasing government spending on public welfare, housing
projects and creating new job opportunities for youth.
Economic Overview
Saudi Arabia is the largest economy and exhibits positive economic growth in the region. Being the worlds largest
oil exporter, its oil-dependent economy has subsequently benefited from the rising oil prices over the years. In
addition to that, a large segment of its economic growth constitutes of tourism and industrialization.
Saudi government has been keen in on promoting industries in the country, producing mainly FMCG items which
are exported to the whole GCC and Levant. It has begun establishing six "economic cities" in different regions of the
country to boost foreign investment and plans to spend $373 billion between 2010 and 2014 on social development
and infrastructure projects to advance the countrys economic development
Total Population: 29,319,400 (January

2014)
Population growth rate: 1.523% (2012

est.)
Area: 2,149,690 sq. km
GDP growth rate: 6.0% (2012 est.)
Inflation: 4.6% (2012 est.)
Saudi Arabia
Gender
Summary
Consumers in Saudi Arabia have extremely high annual disposable income per capita due to the economic growth in the
country. They are not entitled to pay any form of tax from their income and spend profusely. Consumer confidence remains
high due to huge government spending, nationalization of jobs and bonuses for government employees. However, in
comparison to the other gulf countries there is huge income disparity among Saudi consumers, with over 20 million Saudis
falling in the middle-class to poverty range. Unemployment and housing shortage are the major problems faced by Saudi
youth which are now being addressed by the government.
48%
52%
Males
Females
Nationality
10%
Young consumers in Saudi Arabia which accounts to 62% are increasingly becoming westernized and brand conscious.
Exposure to western and local media, expat presence and acquiring quality education helped in improving the lifestyle of the
Saudi consumers. Around 2/3rd of Saudis consider themselves stylish and are very conscious of their personal appearance.
High awareness in western fashion has increased their desire to follow seasonal trends, with 58% of them would like to keep
up with the latest fashion. Most of the young Saudi consumers seek a luxurious lifestyle and the rest who cant afford rely on
counterfeit products. 53% of Saudi consumers believe that designer labels would improve their personal image. Shopping is
considered as the most leisure activity and is the favorite family pastime. Consumers enjoy the physical experience of going
out and shopping; however, online reviews are important for electronic gadgets.
Locals
20%
Arab Expats
70%
Non-Arab Expats
Age
16%
Consumers tend to dine out and lack diet consciousness, limiting their physical activities. Low health awareness among Saudi
consumers have boosted the obesity rate in the country. Consumers love football; they enjoy watching both national and
international games. 88% of Saudi football players are male.
31%
21%
15-24 yrs
25-34 yrs
35-44 yrs
45+ yrs
Central
Eastern
Northern
S outhern
31%
Region
28%
37%
15%
13%
7%
Western
Saudi Arabia
Media Investments

$200,000,000

$1,000,000,000
2014
$900,000,000
2013
Television
Magaz ine
R = 0.94 Newspaper
$800,000,000
$150,000,000
Total Investments
Radio
$700,000,000
$600,000,000
$100,000,000
$500,000,000
$400,000,000
$300,000,000
$50,000,000
$200,000,000
$100,000,000
$0
Jan
Feb
Mar
Apr
May
2011
Top 5 categories
17%
28%
2. Public S ector
3. Cars
225.6
Million
16%
4. Banking
Top 5 brands
3. Public S ector
17%
23%
2. S audi Telecom
246.9
Million
103
Million
20%
25%
2010
1. Cars
17%
5. Cellular Phones &

Accessories
24%
1. S audi Telecom
14%
26%
117.2
Million
4. Ford
5. Zain
20%
2013
2. Telecom
4. Television
19%
5. Real Estate
21%
2014
15%
1. S amsung
3. Mobily
35%
16%
4. Ford
23%
1. Cars
3. Public
S ector
222.9
Million
2. S audi Telecom
16%
2012
32%
2013
3. S amsung
25%
2011
2014
4. Public S ector
2. Mobily
14%
4. Almarai
2009
3. Restaurant
15%
28%
3. Zain
5. S audi British Bank
15%
13%
42%
2008
2. Telecom
2012
1. Mobily
101.3
Million
30%
4. Restaurant
2011
8%
2007
14%
1. Telecom
5. Banking
17%
21%
8%
2006
2013
2. Cars
5. Real Estate
18%
2005
14%
16%
1. Telecom
206.5
Million
$0
2004
2012
12%
32%
Jun
5. Toyota
17%
90.3
Million
1. S audi
Telecom
2. Toyota
3. Mobily
4. S amsung
18%
5. Zain
2014
Saudi Arabia
Media Scene
Media Overview
Consumers in Saudi Arabia have high affinity towards traditional media

especially TV; however digital media is picking up with a great pace.
On TV, Saudi male consumers are heavily inclined towards western TV

programming on Pan Arab stations.
TV and Radio has the highest reach in Saudi Arabia mainly due to their
vast coverage.
Watching TV is the favorite pastime for 58% of the consumers and almost
55% of consumers agree that people rely on TV for relaxation.
Males have high affinity towards daily newspapers whereas their

counterparts towards magazines.
39% of consumers are subscribed to Pay-TV just because it offers them

much wider viewing choice.
100%
80%
60%
40%
20%
0%
Television
Radio
Total Population
Dailies
Weekllies
Males
Monthlies
Internet*
Females
Source: Ipsos KSA TV Cumulative 2014 (Jan-Jun), Ipsos KSA Radio June 2014, Ipsos KSA Print 2013 & TGI KSA 2012, International Telecommunication Union
Saudi Arabia
TV Scene
Penetration
Top Mediums
100%
General
Entertainment
Sports
News
98%
75%
50%
25%
47%
17%
15%
14%
13%
16%
12%
12%
11%
9%
20%
10%
0%
4%
1%
1%
5%
2%
1%
1%
1%
39%
Pay TV
Viewership
S atellite TV
Target Contribution
100%
16%
75%
84%
50%
0.47
25%
0.53
0%
Weekend
Source: Ipsos KSA TV Cumulative 2014 (Jan-Jun)
Weekday
Males
Females
Locals
Arab Exapts
Saudi Arabia
Radio Scene
Penetration
Top Radio Stations

100%
75%
52%
50%
33%
25%
0%
Al Kor'an Al Kareem - 792 Am / 89.9 FM
14%
Panorama R102 FM
14%
12%
12%
Alif Alif R94 - J101 - D107.5
Listenership
7%
UFM R90 - J97 - D95.5 FM
4%
1%
88%
0%
BBC Arabic
Target Contribution
100%
16%
75%
84%
50%
0.46
25%
0.54
0%
Weekend
Source: Ipsos KSA Radio June 2014
Weekday
Males
Females
Locals
Arab Exapts
Saudi Arabia
Print Scene
Penetration
Top Mediums
100%
Dailies
75%
Weeklies
Monthlies
50%
25%
24%
65%
13%
12%
12%
11%
15%
15%
13%
8%
7%
4%
3%
3%
3%
60%
2%
0%
26%
Target Contribution
Dailies
61%
Weeklies
39%
0.85
0.15
44%
56%
Monthlies
0.82
0.18
38%
62%
0.87
Males
Females
Males
Females
Males
Females
Locals
Arab Expats
Locals
Arab Expats
Locals
Arab Expats
Source: Ipsos KSA Print 2013.
0.13
Saudi Arabia
Internet Scene
Mobile Devices Owned
Places of Internet
Access
Reasons to go Online
S amsung
63%
39%
iPhone
55%
53%
49%
45%
41%
29%
Blackberry
11%
Nokia
10%
S ony Ericsson
33%
32%
31%
29%
29%
28%
26%
25%
25%
4%
HTC
2%
LG
2%
Motorola
0%
Others
6%
0%
5%
10% 15% 20% 25% 30% 35% 40% 45%
Time of Internet Access

Average Time Spent being online per day: 3h 57m
100%
80%
0%
10%
20%
30%
40%
50%
60%
20%
School/College/University
1%
Public Areas
1%
Internet Cafe
1%
32%
17%
37%
Secondary Place
Primary Place
17%
73%
Laptop
Google search is the highest

visited website in Saudi Arabia
reaching almost 83% of online
users.
59%
Tablet (iPad, Playbook, etc)
30%
Desktop
26%
Internet-Enabled TV
3%
100%
1%
0%
Source: c.web Pro KSA W29 Apr 2014, Euromonitor.
33%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
0%
15%
81%
Mobile Penetration
Mobile
Other
Work
2%
60%
40%
16%
Other Location (i.e. Malls, Free Wifis, and etc)
70%
Method of Internet
Access
Home
10%
20%
30%
40%
50%
60%
70%
80%
UNITED ARAB EMIRATES

MARKET LANDSCAPE
United Arab Emirates

Country Facts
Country Overview
UAE United Arab Emirates is a federation composed of seven Emirates presently, consiting of Abu Dhabi, Dubai,
Sharjah, Ajman, Umm Al Quwain, Ras Al Khaimah, and Fujairah situated in the southeast of theArabian
PeninsulainWestern Asiaon thePersian Gulf. UAE has land borders with Oman, Saudi Arabia and sea borders with
Qatar and Iran.
The federation of UAE is governed by Sheikh Khalifa Bin Zayed Al Nahyan, also the ruler of Abu Dhabi. The capital of
UAE isAbu Dhabi, which is also the state's center ofpolitical,industrial, culturalactivities and the largest Emirate.
Being a federation all powers of Emirates resides with the ruler of that particular Emirate.
Economic Overview
UAE oil reservesare ranked as theworld seventh largestand it possesses one of the most developed economies in
Western Asia. The UAE is classified as ahigh income developing economyby the IMF. The economic condition of
UAE is very sound as it was able to ingest the recession period; economic growth slowed for short period but
corrective measures were taken by the government and excess spending on many projects stalled.
UAE has moved into diversifying the economy by investing heavily in industries and public sector. Consumers
spending in the UAE is the highest in the region which has a positive outlook on countrys economy.

2014)

est.)
Area: 83,600 sq. km

Gender
Summary
UAE has the highest proportion of expat consumers in the region, almost 80% of the population is composed of expats living in
the country for employment. UAE has appeared as a business hub in the region attracting investors and workers mainly due to
its economic boom, strategic location and friendly business policies. As a result, the expat population in the UAE is
continuously growing each year.
The majority of consumers residing in the country have a high annual disposable income; however there is a huge income gap
in the country. UAE nationals & Western expatriates are often paid high salaries and have high purchasing powers, whereas a
large segment of the middle and low income earners are from Asian origin. Consumers purchase high end products and luxury
goods to keep up with the latest fashion. Fashion trends in the country are based on the western trends and its multicultural
environment which provides a wide range of fashion style. Consumers shop for luxury items at shopping malls which has
growing number of high end luxury and international stores. Shopping habits are quite different depending on consumers
socio-economic status; quality tends to be the most important factor for higher income earners whereas price matters for the
rest. Sales and special offers are used to attract the new consumers to buy products. Popularity of online shopping is growing
among the UAE consumers.
Young consumers spend a considerable amount of time watching TV and going to shopping malls. They like to spend money
on their favorite brands and have an immense spending power. Internet and social media have become the most effective
tools to reach the youngsters. Better education has enabled consumers to be more ambitious and more eager to pursue a
career. Health awareness among consumers is growing resulting in high demand for organic foods. Consumers are increasingly
becoming aware of the environment.
47%
53%
Males
Females
Nationality
22%
Locals
48%
Arab Expats
Non-Arab Expats
30%
Age
13%
22%
27%
15-24 yrs
25-34 yrs
35-44 yrs
45+ yrs
37%
Region
22%
32%
Abu Dhabi
Dubai
S harjah
17%
Other Emirates
30%
Source: Euromonitor & TGI UAE 2012.

Media Investments

$250,000,000

Total Investments
$1,600,000,000
2014
Polynomial ( Total Investments )
2013
$200,000,000
Television
$1,200,000,000
$150,000,000
R = 0.82
$800,000,000
$100,000,000
$400,000,000
$50,000,000
$0
Jan
Feb
Mar
Apr
May
2011
Top 5 categories
16%
24%
17%
3. Cars
19%
4. Restaurant
13%
50.9
Million
19%
22%
15%
5. Carrefour
16%
28%
18%
4. Mcdonald's
5. Emirates
24%
2. Cars
4. Banking
5. Exhibition &
Events
20%
19%
1. Real Estate
2014
14%
29%
3. Emirates NBD
2013
3. Restaurant
306.9
Million
4. Restaurant
1. Du
15%
2012
30%
2013
2. Etisalat
55.3
Million
2011
2014
13%
30%
15%
2010
3. Banking
5. Commerc ial Center &

Area
14%
4. Abu Dhabi Islamic

Bank
2009
1. Cars
21%
2. Etisalat
3. Emirates NBD
2008
2. Real Estate
2012
1. Du
2007
13%
22%
256.3
Million
20%
2011
17%
3. Banking
21%
19%
31%
2006
2013
1. Cars
234
Million
5. Restaurant
24%
2005
2. Real Estate
12%
Top 5 brands
23%
2. Banking
18%
$0
2004
2012
1. Real Estate
220
Million
Jun
1. Du
2. Etisalat
58.4
Million
3. Mcdonald's
4. S amsung
5. Emirates NBD
16%
28%
30%
14%
64.2
Million
1. Etisalat
2. Du
3. Mcdonald's
4. Emirates
16%
27%
5. S amsung
2014

Media Scene
TV has high reach in the UAE followed by Radio. There are a few non-Arab free-to-air channels in the region but 88% of non-Arabs are subscribed to Pay-TV for wider
viewing options.
Consumer attitudes to media differ a lot depending on their nationality. Arabs spend more time engaging with TV and Radio compared to non-Arabs.
Arabs
Non-Arabs
100%
100%
80%
80%
60%
60%
40%
40%
20%
20%
0%
0%
Television
Radio
Total Arabs
Dailies
Weekllies
Males
Monthlies
Females
Internet*
Television
Radio
Total Expats
Dailies
Weekllies
Males
Monthlies
Internet*
Females
Source: Ipsos UAE TV Cumulative 2014 (Jan-Jun) Target: Arabs/Non-Arabs, Ipsos UAE Radio May 2014 Wave, Ipsos UAE Print 2013, TGI UAE 2012 & International Telecommunication Union

MARKET LANDSCAPE ARABS
United Arab Emirates Arabs

TV Scene
Penetration
Top Mediums
98%
100%
General
Entertainment
Sports
News
75%
50%
26%
25%
22%
15%
13%
11%
21%
16%
24%
12%
9%
7%
15%
0%
9%
1%
1%
5%
3%
3%
2%
1%
38%
Pay TV
Viewership
S atellite TV
Target Contribution
100%
64%
75%
36%
50%
0.32
25%
0.68
0%
Weekend
Source: Ipsos UAE TV Cumulative 2014 (Jan-Jun, Arabs)
Weekday
Males
Females
Locals
Arab Exapts

Radio Scene
Penetration
Top Radio Stations

100%
75%
50%
32%
25%
21%
20%
0%
Abu Dhabi Radio - Holy Qura'An 88.2 - 98.1 - 95.6 - 89.3 FM
15%
14%
Al Arabiya 99 FM
14%
10%
10%
S tar 99.9 - 100.1 - 92.4 FM
Listenership
68%
7%
7%
Monte Carlo Al Doualiya 95.3 FM
Target Contribution
100%
59%
75%
41%
50%
0.32
25%
0.68
0%
Weekend
Source: Ipsos UAE Radio May 2014 (Arabs)
Weekday
Males
Females
Locals
Arab Exapts

Print Scene
Penetration
Top Mediums
100%
75%
50%
Dailies
43%
29%
Weeklies
27%
28%
25%
25%
6%
20%
18%
Monthlies
17%
14%
12%
4%
4%
4%
69%
3%
69%
0%
29%
Target Contribution
Dailies
78%
22%
Weeklies
0.39
0.61
68%
32%
0.38
Monthlies
0.62
66%
34%
0.44
Males
Females
Males
Females
Males
Females
Locals
Arab Expats
Locals
Arab Expats
Locals
Arab Expats
Source: Ipsos UAE Print 2013 (Arabs)
0.56

Internet Scene
Places of Internet
Access
Note: data on total online population

S amsung
38%
41%
Iphone
34%
31%
31%
30%
29%
29%
28%
28%
27%
27%
27%
26%
25%
25%
24%
Blackberry
22%
Nokia
19%
S ony Ericsson
4%
HTC
3%
LG
2%
Motorola
0%
Others
4%
0%
5%
0%
5%
Home
2%
1%
Public Areas
1%
Internet Cafe
1%
10% 15% 20% 25% 30% 35% 40% 45%

100%
80%
0%
Method of Internet
Access
20%
Laptop
80%
Mobile
76%
44%
42%
0%
Internet-Enabled TV
Other
6%
1%
0%
19%
32%
10% 20% 30% 40% 50% 60% 70% 80% 90%
Source: c.web Pro UAE W28 Nov 2013 (Arabs), Euromonitor
100%
Secondary Place
31%
Primary Place
18%
20%
Desktop
31%
40%
Mobile Penetration
60%
40%
23%
Work
10% 15% 20% 25% 30% 35% 40% 45%
72%
25%
60%
80%
100%

MARKET LANDSCAPE EXPATS
United Arab Emirates Expats

TV Scene
Penetration
Top Mediums
88%
90%
Pay TV
S atellite TV
100%
General
Entertainment
Sports
News
75%
50%
25%
22%
14%
12%
12%
10%
15%
12%
9%
9%
8%
12%
12%
0%
Viewership
11%
5%
3%
3%
2%
1%
1%
0%
Target Contribution
100%
Gender
75%
25%
50%
Males
25%
75%
0%
Weekend
Source: Ipsos UAE TV Cumulative 2014 (Jan-Jun, Expats)
Weekday
Females

Radio Scene
Penetration
Top Radio Stations

100%
75%
50%
40%
25%
39%
39%
25%
15%
14%
13%
13%
11%
9%
0%
89%
Listenership
Target Contribution
100%
Gender
75%
28%
50%
Males
25%
72%
0%
Weekend
Source: Ipsos UAE Radio May 2014 (Expats)
Weekday
Females

Print Scene
Penetration
Top Mediums
100%
Dailies
Weeklies
Monthlies
75%
50%
50%
69%
39%
27%
20%
25%
10%
54%
19%
9%
6%
3%
2%
2%
2%
2%
0%
1%
1%
20%
Target Contribution
Dailies
Weeklies
76%
Males
24%
Females
Source: Ipsos UAE Print 2013 (Expats)
71%
Males
Monthlies
19%
Females
67%
Males
33%
Females

Internet Scene
Places of Internet
Access

S amsung
30%
28%
27%
27%
27%
27%
26%
25%
24%
24%
23%
23%
22%
41%
Iphone
24%
Blackberry
22%
Nokia
19%
S ony Ericsson
4%
HTC
3%
LG
2%
Motorola
0%
Others
0%
5%
10% 15% 20% 25% 30% 35% 40% 45%

100%
80%
0%
5%
10%
15%
20%
20%
27%
1%
Internet Cafe
1%
1%
25%
30%
35%
Method of Internet
Access
0%
Laptop
80%
Mobile
73%
49%
45%
Internet-Enabled TV
7%
Other
2%
0%
10% 20% 30% 40% 50% 60% 70% 80% 90%
Source: c.web Pro UAE W28 Nov 2013 (Expats), Euromonitor
41%
21%
13%
Secondary Place
9%
Primary Place
39%
20%
Desktop
70%
40%
Mobile Penetration
0%
Work
Public Areas
60%
40%
28%
0%
19%
18%
4%
Home
100%
60%
80%
100%
KUWAIT
MARKET LANDSCAPE
Kuwait
Country Facts
Country Overview
Kuwait is a sovereign Arab state with the first parliamentary government system in the region. Kuwait is situated in
the north-east of theArabian peninsula in Western Asia bordering Iraq and Saudi Arabia. Kuwait is a highly
urbanized country with more than 97% of the countrys population living in urban areas. The majority of the
countrys population reside in the coastal area Kuwait city. Kuwait cityserves as the country's political and
economic capital. The country has the world's fifth largestoil reservesand petroleum products now account for
nearly 95% of export revenues.
The political stability in Kuwait coupled with high its disposable income and urbanization has helped Kuwait in
maintaining its growth in all sectors.
Economic Overview
A large segment of its income is derived from oil and gas exports. Kuwaits oil industry accounts for 80% of
government revenue and constant sharp increase in oil prices since 2003 has boosted its wealth. Kuwait isthe 11th
richest country in the world per capita and is classified as a high income economyby the World Bank. The economic
wealth of Kuwait enables it to provide high living standards to its citizens.
Due to its sound economic conditions, Kuwait was able to ingest the financial crisis for a short period affecting only
the real estate sector. A quick recovery plan was set up by the government, injecting money on major infrastructure
projects and spending on development projects which eventually increased the consumer confidence.

2014)
Population growth rate: 1.883%
Area: 17,818sq. km
Kuwait
Gender
Summary
40%
Males
Consumers in Kuwait have the highest literacy rate, with approximately 94% in the region. This enables them to completely
comprehend the vision set up by their government. Consumers in Kuwait have complete trust in the policies of their
government, this is because it has introduced development plans and increased spending on public infrastructure projects.
The increased government spending is expected to create numerous new jobs and pump a great deal of money into the
Kuwaiti economy.
Females
60%
Nationality
Kuwaiti consumers have high disposable income and therefore spend heavily. Shopping malls are the favorite destination
among consumers where they tend to spend most of the week. Consumer awareness of international brands is high due to the
fact that they travel abroad at least once a year and regularly interact with foreign media. They prefer buying international
brands at their favorite retails outlets and are highly brand conscious. For affluent consumers, owning high quality designer
and expensive brands is a source of displaying their wealth. Kuwaitis are very conscious about their personal appearance at all
age groups.
A large segment of Kuwaitis is relatively young and are becoming decision makers and influencers. Youngsters in Kuwait have
the highest obesity rate in the region due to high consumption of fast food; however, they are increasingly becoming health
conscious and are shifting their nutritional habits. The government has initiated awareness of a healthy lifestyle and its
benefits.
Football remains by far the most popular sport in the country; any local or international tournaments draw large crowds. TV
coverage of most international league games and tournaments is available through cable and satellite services.
21%
Locals
42%
Arab Expats
Non-Arab Expats
37%
Age
22%
24%
22%
15-24 yrs
25-34 yrs
35-44 yrs
45+ yrs
32%
Region
18%
15%
Kuwait City
Hawalli
21%
Al Farwaniah
27%
Other
19%
Al Ahmedi
Kuwait
Media Investments

$150,000,000

$600,000,000
2014
2013
$120,000,000
$450,000,000
Total Investments
Television
Magaz ine
Newspaper
Radio
R = 0.96
$90,000,000
$300,000,000
$60,000,000
$150,000,000
$30,000,000
$0
Jan
Feb
Mar
Apr
May
2011
Top 5 categories
15%
2. Restaurant
118.4
Million
5. Commercial Center &

Area
134.6
Million
4. Banking
5. Ooredoo
17%
24%
2. Cars
1. Viva
2. Mcdonald's
3. Zain
162.1
Million
22%
5. Banking
4. Taw9Eel.com
18%
2013
25%
1. Restaurant
2. Cars
3.
Telecommunic
ation
4. Computer &
Accessories
2014
10%
30%
16%
2012
31%
12%
2013
5. Ooredoo
24%
2011
2014
4. Computer &
Accessories
23%
32%
52.9
Million
4. Viva
2010
13%
13%
3. Hala February
2009
3. Telecom
17%
13%
44%
35%
21%
1. Zain
2. Mcdonald's
2008
1. Restaurant
13%
2012
10%
59.4
Million
2. Telecommunication
5. Computer &
Accessories
20%
2007
10%
1. Restaurant
3. Cars
126.8
Million
2011
11%
Top 5 brands
32%
4. Cars
28%
2006
11%
16%
3. Banking
16%
2005
2013
11%
1. Telecom
29%
$0
2004
2012
11%
11%
Jun
1. Mcdonald's
2. Viva
50.4
Million
1. Ooredoo
16%
56.2
Million
3. Ooredoo
4. Taw9Eel.com
5. Zain
22%
39%
17%
2. Goji
Advance
3. Mcdonald's
4. Viva
17%
5. Al Kanafani
2014
Kuwait
Media Scene
Media Overview
Traditional media such as TV, Radio and Print have high penetration in
Kuwait both among males and females.
Watching TV is the favorite pastime of the consumers when spending

leisure time at home.
Males have higher affinity to Radio and Newspapers compared to their

counterparts who are more skewed towards monthly magazines.
Internet penetration is at 79% which has been subsequently increasing

over the last couple of years.
Teenagers however are more inclined towards the digital media, visiting
social networking sites, checking emails, playing interactive games and
searching for information.
100%
80%
60%
40%
20%
0%
Television
Radio
Total Population
Dailies
Weekllies
Males
Monthlies
Internet*
Females
Source: Ipsos Kuwait TV April 2014 (Arabs), Ipsos Kuwait Print 2013 (Arabs), Ipsos Kuwait Radio 2013 (Arabs) & International Telecommunication Union
Kuwait
TV Scene
Penetration
Top Mediums
100%
General
75%
Entertainment
Others
News
98%
50%
25%
22%
21%
16%
14%
9%
16%
10%
21%
9%
9%
21%
9%
4%
0%
4%
1%
4%
3%
2%
2%
1%
38%
Pay TV
Viewership
S atellite TV
Target Contribution
100%
56%
75%
44%
50%
0.4
25%
0.6
0%
Weekend
Source: Ipsos Kuwait TV April 2014 (Arabs)
Weekday
Males
Females
Locals
Arab Exapts
Kuwait
Radio Scene
Penetration
Top Radio Stations

100%
75%
67%
50%
49%
41%
34%
21%
25%
8%
4%
3%
3%
3%
0%
93%
Listenership
Target Contribution
100%
55%
75%
45%
50%
0.39
25%
0.61
0%
Weekend
Source: Ipsos Kuwait Radio 2013 (Arabs)
Weekday
Males
Females
Locals
Arab Exapts
Kuwait
Print Scene
Penetration
Top Mediums
100%
Dailies
Weeklies
85%
Monthlies
79%
75%
50%
50%
52%
47%
24%
25%
24%
27%
15%
20%
20%
41%
17%
10%
9%
5%
5%
5%
0%
Target Contribution
Dailies
65%
35%
Weeklies
0.49
0.51
65%
35%
0.48
Monthlies
0.52
60%
40%
0.51
Males
Females
Males
Females
Males
Females
Locals
Arab Expats
Locals
Arab Expats
Locals
Arab Expats
Source: Ipsos Kuwait Print 2013 (Arabs)
0.49
QATAR
MARKET LANDSCAPE
Qatar
Country Facts
Country Overview
Qatar is an Arab state situated on the north coast of the Arabian peninsula having land borders with Saudi Arabia
and sea borders with UAE & Bahrain. Qatar has emerged as the richest country in the region after the exploration of
huge reservoirs of natural resources, mainly oil and natural gas reserves. The state of Qatar is an absolute
monarchy ruled by Al-Thani family for more than 150 years; currently Sheikh Hamad bin Khalifa Al Thaniis the
rulingEmirsince 1995.
Qatar has gained international reputation and regional influence by promoting press freedom and holding
international events. Qatar will be the first Arab country in the region to host the mega international event of FIFA
World Cup in 2022. Qatar has increased its focus on its niche tourism industry by promoting international business
conferences, regional conferences and exhibitions.
Economic Overview
Qatar is one of the richest countries in the world and has the highest GDP per capita; its economy is one of the
fastest growing economies in the with world. Increase in production and exports of liquefied natural gas, oil,
petrochemicals are the main drivers behind the rapid growth of Qatars economy which rose by 19% compared to
last year.
Qatar is investing on a large scale in all social and economic sectors that will lead to the development of the state
and will generate revenues benefiting the economy. While oil and gas will probably remain the backbone of Qatars
economy for some time to come, the country seeks to stimulate the private sector and develop a knowledge
economy.

2014)

est.)
Area: 11,586sq. km
Qatar
Gender
Summary
21%
Males
Consumers in Qatar have doubled in the recent years; this rapid growth is due to the strong economic progress in the country
which has attracted expatriate professionals in all fields including oil and gas, construction, education and healthcare. As a
result of this influx, in recent years government spending increased on infrastructure projects, development and expansion
cities, transportation, roads and communication services. According to the IMF International Monetary Fund, Qatar is the top
country in the world with the highest income per capita. The strong economic outlook has boosted the consumer spending
and improved the quality of life of its citizens. Consumers in Qatar are not only segmented by age and gender but also
income, ethnic background, religion and language spoken. Qatari consumers spend heavily compared to others in the region
and their strong purchasing power drives the growth of all consumer goods and products in the market.
Young consumers are well aware of the recent fashion trends and spend most of their time researching trends, fads and
fashion online, in magazines and on TV. Youngsters are easily influenced by advertising and easily reached through social
media. Male consumers are interested in computer games, cars, bikes, mobile phones; females are interested in cosmetics,
fashion accessories, footwear, clothing, beauty product and mobile phones. Affluent young consumers aspire to own luxury
brands and shop at designer boutiques to improve their personal image.
Consumers prefer to spend their time indoor when out of home; shopping malls are the favorite destination. Fashion plays an
important role in the life of Qatari consumers and they look forward to owning the newest items available in the market
regardless of prices. Latest fashionable products have the highest demand in Qatar, consumers spend huge chunk of their
disposable income on clothing and its accessories.
Females
79%
Nationality
10%
Locals
Arab Expats
51%
39%
Non-Arab Expats
Age
17%
17%
28%
15-24 yrs
25-34 yrs
35-44 yrs
45+ yrs
38%
Region
18%
8%
Doha
47%
Al Rayyan
Al Wakra
Other
27%
Qatar
Media Investments

$50,000,000

$300,000,000
2014
2013
$40,000,000
$250,000,000
$200,000,000
$30,000,000
Total Investments
Television
Magaz ine
Newspaper
Radio
Outdoor
R = 0.99
$150,000,000
$20,000,000
$100,000,000
$10,000,000
$50,000,000
$0
Jan
Feb
Mar
Apr
May
2011
Top 5 categories
35%
14%
2. Real Estate
49.8
Million
3. Telecom
5. S yndicate
35%
15%
21.7
Million
4. Telecom
2012
2. Qatar National Bank
12%
3. Qatar Motor S how

4. Asian Football Cup
13%
25%
31%
5. S yndicate
37%
16%
3. Commercial Bank Of
Qatar
5. Vodafone
13%
13%
2013
2014
23
Million
23%
41%
1. Public
S ector
2. S yndicate
91.6
Million
3. Banking
4. Educational
Institute
17%
17%
5. Cars
2014
15%
1. Ooredoo
1. Ooredoo
2012
1. Banking
2013
4. Ministry Of Business
And Trade
5. Qatar Foundation
2011
2014
11%
34%
18.8
Million
2010
3. Public S ector
20%
17%
11%
41%
2009
4. Telecom
19%
1. Ooredoo
2008
2. Cars
60.4
Million
17%
5. S yndicate
2011
2007
13%
30%
2. Public S ector
3. Real Estate
17%
11%
Top 5 brands
51.8
Million
20%
11%
2006
16%
1. Banking
18%
2005
2013
14%
1. Banking
$0
2004
2012
13%
11%
Jun
28%

3. Qatar Foundation
5. Qatar General
Electricity & Water
Corporation
2. Aspire Academy For

S ports Excellence
39.7
Million
17%
4. Commercial Bank Of
Qatar
1. Doha Munic ipality
3. Qatar Foundation
19%
21%
4. Ministry Of Interior
5. Ooredoo
Qatar
Media Scene
Media Overview
The prominent Al Jazeera news channel has put Qatar on the media map
(as per BBC News). The channel along side other domestic broadcast
media are state controlled.
Women have a higher affinity towards TV with a 95% penetration rate.

Weeklies and Monthlies also have a higher reach among women.
Consumers in Qatar still rely a lot on traditional media; almost 67% of

consumers watch TV for relaxation. Approximately, 54% of consumers go
online to research about products and brands and are increasingly
becoming aware of the recent trends.
Qatar is gaining in regional influence due to the satellite TV station AlJazeera. It attracted a growing audience as well the displeasure of some
neighboring states representing the whole countrys position on affairs.
Although men constitute a larger share of the population (sex ratio: 1.23
Male/Female), women have a high influence on Media.
Internet in Qatar now reaches 88% of the population, the highest in the
GCC.
Men have high affinity towards radio and newspapers only.
100%
80%
60%
40%
20%
0%
Television
Radio
Total Population
Dailies
Weekllies
Males
Source: Ipsos Qatar NRS 2013, TGI Qatar 2011, International Telecommunication Union
Monthlies
Females
Internet*
Qatar
TV Scene
Penetration
Top Mediums
100%
General
Entertainment
Sports
News
98%
75%
50%
25%
23%
16%
16%
19%
6%
4%
17%
26%
12%
11%
9%
8%
7%
6%
5%
4%
4%
4%
3%
3%
42%
0%
Pay TV
Viewership
Target Contribution
100%
51%
75%
39%
50%
10%
0.21
25%
0.79
0%
Weekend
S atellite TV
Source: Ipsos Qatar CTV April 2014.
Weekday
Males
Females
Locals
Arab Exapts
Non Arabs
Qatar
Radio Scene
Penetration
Top Radio Stations

100%
75%
50%
25%
21%
74%
13%
7%
6%
5%
5%
5%
4%
3%
2%
0%
32%
Pay TV
Listenership
Target Contribution
100%
32%
75%
54%
50%
14%
0.19
25%
0.81
0%
Weekend
S atellite TV
Source: Ipsos Qatar NRS 2013.
Weekday
Males
Females
Locals
Arab Exapts
Non Arabs
Qatar
Print Scene
Penetration
Top Mediums
100%
Dailies
75%
Weeklies
Monthlies
50%
25%
65%
25%
16%
16%
16%
8%
15%
6%
5%
3%
4%
3%
3%
3%
2%
61%
2%
41%
43%
0%
37%
31%
Target Contribution
Dailies
81%
Weeklies
19% 0.1
0.36
Males
Females
Arab Expats
Non Arabs
0.54
Locals
Source: Ipsos Qatar NRS 2013.
75%
25%
0.13
Monthlies
0.36
Males
Females
Arab Expats
Non Arabs
0.5
Locals
73%
27%
0.16
0.28
Males
Females
Arab Expats
Non Arabs
0.56
Locals
BAHRAIN
MARKET LANDSCAPE
Bahrain
Country Facts
Country Overview
Bahrain, often known as the Kingdom of Bahrain, is a small island situated in the Persian Gulf. Bahrain is a
constitutional monarchy led by Shaikh Hamad bin Isa Al Khalifa of The Khalifa family with an elected legislative
assembly. Manama is the countrys capital and home to many large financial institutions, including Bahrain World
Trade Center and Bahrain Financial Harbour.
Bahrain
Bahrain has been hosting international events such as the Bahrain Formula One Grand Prix which takes place at
Bahrain international circuit.
Economic Overview
Bahrain was the first country in the Gulf where oil was discovered and refineries were built. However, its resources
are comparatively less compared to the other oil-producing countries in the Middle East. Bahrain has taken steps to
diversify its economy and be less dependent on oil by investing in the banking and tourism sector.
A large segment of the oil export revenue is utilized by the government to build an advanced infrastructure in
transportation and telecommunications.The government has also announced several infrastructure projects over
the last few months and that have been a promising development for the construction and contracting sectors.
Bahrain experienced modest deflation in 2011 as housing prices fell and the government kept controls on
commodity prices.

2014)

est.)
Area: 760 sq. km
Bahrain
Gender
Summary
35%
Males
Bahrain is small but developing consumer market. The average household income is gradually on the rise and so is the
consumer spending. Consumer confidence was shaken by the global economic crisis and the civil unrest in the country.
However, consumer expenditure has increased compared to last year due to the increment in household income tied with the
economic growth. Efforts were taken by the government to revitalize the country's economy by increasing the subsidy granted
to the public, and by creating new employment opportunities. Almost 90% of the residents are employed, giving Bahrain the
highest rate of employment compared to the other MENA countries.
Bahrainis a mature consumer market with an attractive high-income segment and a large and affluent lower middle class.
falling under the age brackets 40-44 years. A large number of expatriates from this age segment enjoy the highest annual
gross incomes. Affluent consumers demand high-end goods and services including luxury apartments, imported designer
clothing from Europe and the US, jewelry, cosmetics and so on. The richest households have raised their spending on health
goods and medical services, communications, and education. Wealthy individuals have slightly more spending on luxury
items.
Bahraini consumers are fashion oriented, especially young consumers who are inspired by western trends and often spend
above their means. Youngsters provide opportunities for international brands and retail business.
Females
65%
Nationality
Locals
42%
50%
Arab Expats
Non-Arab Expats
8%
Age
19%
23%
25%
15-24 yrs
25-34 yrs
35-44 yrs
45+ yrs
Manama
Muharraq
Riffa
Other
34%
Region
30%
42%
14%
14%
Source: Euromonitor & Ipsos Bahrain NRS 2011.
Bahrain
Media Investments

$20,000,000

Total Investments
$200,000,000
2014
$180,000,000
2013
Television
$160,000,000
$15,000,000
$140,000,000
$120,000,000
$10,000,000
$100,000,000
R = 0.72
$80,000,000
$60,000,000
$5,000,000
$40,000,000
$20,000,000
$0
Jan
Feb
Mar
Apr
May
2011
Top 5 categories
2. Public S ector
33.3
Million
44.8
Million
25%
40%
25.7
Million
4. Public S ector
13%
15.2
Million
15%
4. Grnata Real
Estate
5. Dana Cinema
2010
1. Manama Capital Of
Arab Culture
25.3
Million
15%
5. Telecom
14%
2014
1. Real Estate
2. Exhibition &
Events
3. Cars
4. Public
S ector
5. Banking
22%
2014
1. Viva
2. Bahrain Cinema
Company
9.4
Million
3. Bahrain Cinema
Company
2013
14%
27%
2. Wihda Wahda
5. Dana Cinema
2012
38%
2013
4. Bahrain
International Airshow
19%
2. Public S ector
13%
11%
41%
2011
2014
4. Theater & Cinema

18%
1. Batelco
3. Bahrain Cinema
Company
2009
3. Cars
15%
12%
12.3
Million
14%
2012
2. The Cooperation
Council For The Arab
S tates Of The Gulf
2008
1. Real Estate
22%
2011
18%
2. Real Estate
5. Cars
21%
2007
12%
1. Theater & Cinema

21%
13%
Top 5 brands
33%
4. Telecommunication
28%
2006
13%
16%
3. S yndicate
16%
2005
2013
9%
1. Real Estate
33%
16%
$0
2004
2012
15%
15%
Jun
29%
15%
7.9
Million
2. Dana Cinema
3. Dana Cinema
21%
27%
4. Grnata Real Estate

5. House Me
1. Bahrain Cinema
Company
3. Grnata Real Estate

19%
22%
4. Viva
5. Nasser Bin Hamad
Youth Innovation Award
Bahrain
Media Scene
Media Overview
There is a large number of privately published newspapers and

magazines available in Bahrain.
A press law guarantees the right of journalists to operate independently,

but they can face jail terms for offences towards the king as well as
religion; therefore, self-censorship is practised.
Bahraini consumers have a strong inclination towards TV and press

media; however digital is picking up faster. Bahrainpossesses excellent
fixed and wireless infrastructure, and high penetration rates for both
Internet broadband and mobile telephony.
While the state television and radio stations broadcast most programs in
Arabic, there are also channels in English and Hindi (mainly for Radio).
Most of the radio and TV stations are run and controlled by the
government.
100%
80%
60%
40%
20%
0%
Television
Radio
Dailies
Total Population
Source: Ipsos Bahrain NRS 2013, International Telecommunication Union
Weekllies
Males
Monthlies
Females
Internet*
Bahrain
TV Scene
Penetration
Top Mediums
92%
100%
General
Entertainment
Sports
News
75%
50%
25%
40%
20%
15%
15%
0%
Asianet Middle East Bahrain TV 1
17%
8%
7%
9%
MBC 4
S tar Plus
7%
6%
6%
MBC Action
10%
9%
Al Jaz eera
Viewership
Al Arabiya
5%
5%
Abp News
3%
3%
Ten S ports
2%
1%
S tar S ports
1%
Pay TV
S atellite TV
Target Contribution
100%
57%
3%
40%
75%
50%
0.36
25%
0.64
0%
Weekend
8%
Source: Ipsos Bahrain NRS 2013
Weekday
Males
Females
Locals
Arab Exapts
Non Arabs
Bahrain
Radio Scene
Penetration
Top Radio Stations

100%
75%
50%
25%
14%
11%
8%
8%
3%
3%
0%
2%
2%
2%
1%
48%
Listenership
Target Contribution
100%
60%
75%
2%
38%
50%
0.34
25%
0.66
0%
Weekend
Weekday
Males
Females
Locals
Arab Exapts
Non Arabs
Bahrain
Print Scene
Penetration
Top Mediums
100%
Dailies
75%
Weeklies
53%
50%
25%
63% 61%
Monthlies
42%
34%
15%
15%
12%
11%
10%
4%
4%
3%
7%
3%
6%
6%
4%
25%
1%
15%
0%
Target Contribution
Dailies
72%
28%
Weeklies
0.4
Males
Females
Arab Expats
Non Arabs
0.03
0.57
Locals
64%
36%
0.45
Males
Females
Arab Expats
Non Arabs
Monthlies
0.04
Locals
0.51
58%
42%
0.29 0.03
Males
Females
Arab Expats
Non Arabs
0.68
Locals
OMAN
MARKET LANDSCAPE
Oman
Country Facts
Country Overview
Oman is an Arab state, often known as the Sultanate of Oman, is situated on the southeast coast of Arabian
Peninsula. The country has land borders with UAE, Saudi Arabia and Yemen; its a gateway to the Persian Gulf. Like
other GCC countries, Oman is an absolute monarchy led by Sultan Qaboos bin Said al Said with legislative and few
administrative powers resided by the parliament.
Muscat is the capital city of Oman and is the largest in terms of population and area in the country.
Economic Overview
Omans economic growth has expanded continually in the past few years mainly due to the rising oil prices. Oman
doesnt have immense oil resources and thus is focusing on exploration, which has led to the discovery of more oil
fields and increased country's reserves. The government is undertaking many development projects to modernize
the economy, improve the standard of living, and become a more active player in the global marketplace.
The government of Oman is favoring the privatization of its utilities in an effort to facilitate foreign investments in
the country and diversify its economy.

2014)

est.)
Area: 309,500 sq. km
Oman
Gender
Summary
39%
A large chunk of consumers residing in the country are Omani nationals, the majority of whom are between 15-34 years old.
Oman has been an attraction for expats due to its small population and fastest growing oil driven economy. A large segment of
expat consumers in the country belong to the working class or the business community. Consumers household income is high
due the strong economic growth. Oman has a huge workforce and special measures are being taken by the government to
decrease the unemployment rate. Omanis are employed in both government and private sectors. An increasing number of
consumers are also working in the petroleum industry. The government of Oman has enacted a policy called Omanization
aimed to replace expatriate workers with trained Omani personnel. Omani nationals are urged to acquire quality and
modernized education.
Males
Nationality
36%
Consumers in Oman do not have to pay any tax to the government and thus have high household disposable income. The
government of Oman provides soft loans and easy finance options to its citizens for their career or business development.
Consumers in Oman are gaining interest in Islamic finance and interest-free services.
Consumers in Oman are optimistic and spend generously; their confidence remains high due to the economic stability in the
country. The positive sentiment is in line with Oman's robust economic performance and growing GDP per capita in recent
years. Consumers on average spend the biggest portion of their income on shopping.
Females
61%
Locals
Expats
15-24 yrs
25-34 yrs
35-44 yrs
45+ yrs
Muscat
Al Batina
Al S harqia
Other
64%
Age
19%
29%
19%
33%
Region
31%
30%
12%
27%
Source: Euromonitor & Ipsos Oman NRS 2012.
Oman
Media Investments

$30,000,000
$25,000,000
2014
$160,000,000
2013
$140,000,000
$120,000,000
$20,000,000
Total Investments
Television
Magaz ine
Newspaper
R = 0.97
$100,000,000
$15,000,000
$80,000,000
$60,000,000
$10,000,000
$40,000,000
$5,000,000
$20,000,000
$0
Jan
Feb
Mar
Apr
May
2011
Top 5 categories
26%
45.9
Million
5. Real Estate
24%
21%
2. Cars
31%
17%
19%
13%
4. Nissan
5. Ministry Of Housing
Elec tricity And Water
14%
4. Banking
5. Finance
25%
2014
1. Ministry Of
Manpower
2. Bank Muscat
3. National Bank Of
Oman
29%
19%
5. Omantel
19%
1. Ministry Of
Manpower
2. Bank Muscat
11
Million
4. Nissan
21%
1. Public
S ector
14%
40%
16.8
Million
3. Bank Muscat
2014
3. Real Estate
17%
12%
13.3
Million
2013
2. Cars
42
Million
2013
2. Omantel
2012
32%
16%
5. Restaurant
25%
35%
2011
1. Public S ector
4. Real Estate
1. Ministry Of Manpower
5. S amsung
2010
3. Banking
20%
14%
1. Bank Muscat
4. Omantel
2009
2014
2. Cars
51.2
Million
2012
15%
2008
11%
14%
4. Trading Companies
5. Real Estate
3. Nawras Telecom
20%
1. Public S ector
24%
2. Ministry Of Housing
Electricity And Water
7.9
Million
2007
2013
3. Banking
17%
2011
16%
Top 5 brands
14%
4. Restaurant
23%
18%
32%
3. Trading Companies
2006
10%
1. Public S ector
31.7
Million
2005
2012
2. Cars
18%
$0
2004
13%
16%
16%
Jun
3. Royal Opera
House Muscat
19%
4. Omantel
5. Lulu Hypermarket
Oman
Media Scene
Media Overview
The main broadcasters are operated by the government and it was only
in 2007 when the first private radio station launched.
The use of satellite receivers is permitted and stations from KSA, UAE and
Yemen can be picked up.
Watching TV is the favorite pastime for Omani consumers among all

media types. Male consumers heavily rely on newspaper and radio media
types whereas females have high affinity towards monthly magazines.
In terms of Print Media, Oman currently has around 20 local publications

as well as several publications in English.
Internet penetration is 60%.
100%
80%
60%
40%
20%
0%
Television
Radio
Dailies
Total Population
Source: Ipsos Oman NRS 2012, International Telecommunication Union
Weekllies
Males
Monthlies
Females
Internet*
Oman
TV Scene
Penetration
Top Mediums
100%
General
75%
50%
25%
36%
26%
12%
Entertainment
11%
23%
9%
34%
19%
11%
9%
Others
News
24%
7%
11%
4%
3%
7%
5%
5%
98%
4%
4%
0%
31%
Pay TV
Viewership
S atellite TV
Target Contribution
100%
37%
75%
63%
50%
0.39
25%
0.61
0%
Weekend
Source: Ipsos Oman NRS 2012.
Weekday
Males
Females
Locals
Arab Exapts
Oman
Radio Scene
Penetration
Top Radio Stations

100%
75%
50%
25%
23%
23%
14%
13%
12%
11%
0%
9%
4%
1%
1%
54%
Listenership
Target Contribution
100%
33%
75%
67%
50%
0.35
25%
0.65
0%
Weekend
Weekday
Males
Females
Locals
Arab Exapts
Oman
Print Scene
Penetration
Top Mediums
100%
Dailies
75%
Weeklies
Monthlies
50%
25%
21%
13%
11%
10%
4%
10%
7%
7%
3%
3%
4%
4%
2%
2%
5%
2%
4%
0%
4%
2%
42%
0%
48%
32%
40%
30%
18%
Target Contribution
Dailies
69%
Males
31%
Females
Weeklies
0.61
Locals
0.39
Expats
57%
43%
Males
Females
Monthlies
0.59
Locals
0.41
Expats
56%
44%
Males
Females
0.52
Locals
0.48
Expats
LEBANON
MARKET LANDSCAPE
Lebanon
Country Facts
Country Overview
Lebanon is part of the Levant countries, located on the Eastern Mediterranean sharing land borders with Israel and
Syria. Lebanon is aparliamentary democracy but its political scene is very fractious and heavily dependent on the
regions stability. Lebanon has a highly diversified society with a mixture of Christian sects, Sunni Muslims, Shia
Muslims, Druze and others. Lebanon is also one of the favorite tourist destinations for Middle Eastern consumers.
Revenue generated from the tourism industry contributes a large share to the economy of the country. However,
with civil war in neighboring Syria is having a destabilizing effect on Lebanon tourism.
Lebanon is struggling the influx of refugees from Syria which represents a significant proportion of the population
for such a small country. An estimated 1,160,021 Syrian refugees have taken shelter in Lebanon since the
beginning of the conflict which is alarming to the declining political and economic situation of the country.
Economic Overview
Lebanon has a developing economy, with a private sector that contributes to 75% of aggregate demand and a large
banking sector that supports this demand. According to IMF, following a growth of 9% last year, Lebanons GDP is
set to grow at a pace of 7% annually. The major industrial sectors include metal products, banking, agriculture,
chemicals, and transport equipment.
However, the unrest in neighboring Syria will have a slight impact on the countrys economic growth. The country's
debt-to-GDP ratio has been reduced but is still one of the highest in the world. Unemployment remains in double
digits.

2014)

est.)
Area: 10,400 sq. km
Lebanon
Gender
Summary
Lebanon, being an attractive consumer market, is home to many international and fashion brands. Consumers confidence is
high due to high average income and strong spending power. Consumers in Lebanon consider themselves as trend-setters and
have a healthy appetite for trendy goods. Particularly, affluent consumers having occidental lifestyles are the highest
spenders on luxury and fashion products. The majority of affluent consumers having high spending power are expatriates
living around the world and earning considerable income. Inward remittances from expatriates have contributed in stabilizing
the economic condition and increasing the investment in the country.
50%
50%
Females
Nationality
The majority of the consumers in Lebanon spend a large share of their income on fashionable clothing and accessories, as well
as trendy gadgets like the iPhone and iPad. Consumers belonging to the middle-income class are comprised of educated
professionals and young businessmen who are highly influenced by western lifestyle. They are highly brand conscious and are
driven by international brands. Consumers in Lebanon are fashion conscious and are particular about their personal
appearance.
The demographic splits have paved opportunities for the female consumer which accounts for 51% share of the country's
population. Lebanon has thus become the potential market for female consumers which cant be neglected. Lebanese women
are very liberal in their attitude towards lifestyle and fashion. They tend to spend more than their counterparts on clothing and
fashion accessories.
Males
Lebanese
100%
Age
29%
31%
16%
15-24 yrs
25-34 yrs
35-44 yrs
45+ yrs
24%
Region
12%
11%
Beirut
Mount Lebanon
17%
North Lebanon
40%
20%
Source: Euromonitor & Lebanon TLM April 2013
S outh Lebanon
Bequaa
Lebanon
Media Investments
Seasonality of investments (2014 vs. 2013, millions)

$200,000,000
YOY Investments by Media Type (2004-2014, millions)

2013
$160,000,000
Total Investments
$800,000,000
2014
$600,000,000
$120,000,000
Television
R = 0.95
$400,000,000
$80,000,000
$200,000,000
$40,000,000
$0
$0
Jan
Feb
Mar
Apr
May
2011
2012
Top 5 categories
26%
123.1
Million
136.2
Million
4. Cars
2. Theater & Cinema

4. Energy Drink Alcoholic
12%
191.1
Million
5. S oft Drink
50.8
Million
3. Bankmed
4. Gillette
20%
19%
1. Buz z
46.6
Million
3. Freez
4. Fransabank S .A.L.
26%

5. Coffee
2014
11%
1. Buz z
2. XXL
66.7
Million
1. Buz z
14%
86.9
Million
3. Bankmed
5. XXL
18%
2. Theater & Cinema
25%
33%
17%
1. Banking
21%
2013
2. Bankmed
5. Zein Al Atat
22%
212.9
Million
14%
26%
14%
31%
12%
29%
14%
2. Freez
2. Theater & Cinema

4. Cars
2012
1. Moukarz el
1. Banking
18%
27%
25%
11%
31%
5. Restaurant
2011
17%
1. Banking
3. Cars
15%
5. Jewelry
22%
16%
Top 5 brands
34%
14%
3. S hampoo
2014
10%
1. Banking
2. Theater & Cinema
21%
2013
11%
14%
17%
Jun
18%
4. Banque LibanoFrancaise
5. Chateau Ka
Source: Ipsos stat 2004 2014 | NOTE: Investments shown in the chart cover only TOP 5 category / brands during the H1 2014
41%
2. XXL
3. Bankmed
4. S uper S tar Medicines
16%
18%
5. Banque LibanoFrancaise
Lebanon
Media Scene
Media Overview
Radio penetration remains highest after TV which is due to numerous

private radio stations in the country. Lebanon has also been the first
country in the region to permit private radio and TV stations.
Lebanon is the only country in the region having people meter for TV
monitoring.
Internet penetration and usage is still picking up and is high among

youngsters. On total population, Internet penetration reaches up to 76%.
Lebanese consumers have a positive attitude towards media with high

penetration of TV and traditional media.
Lebanese consumers consider themselves very advanced and tend to

keep up with the technology.
100%
80%
60%
40%
20%
0%
Television
Radio
Total Population
Dailies
Weekllies
Males
Source: Lebanon TLM - April 2013, Lebanon RDM - Wave 1 2012, NRS Lebanon 2012, Internet World Stats 2013
Monthlies
Females
Internet*
Lebanon
TV Scene
Penetration
Top Mediums
85%
100%
75%
50%
25%
12%
11%
11%
10%
9%
9%
9%
8%
7%
7%
6%
6%
6%
5%
5%
0%
15%
Pay TV
Viewership
S atellite TV
Target Contribution
100%
75%
50%
53%
25%
0%
Weekend
Source: Lebanon TLM - April 2013
Weekday
47%
Males
Females
Lebanon
Radio Scene
Penetration
Top Radio Stations

100%
75%
50%
25%
0%
15%
S awt El Ghad
15%
Rotana Delta
13%
12%
S awt Loubnan
Jaras S cope
12%
12%
S trike 97.7 Fm Radio Liban Libre
Listenership
12%
Melody
9%
9%
8%
NRJ 99 Fm
Al Nour Fm
Mix 104.4 Fm
71%
Target Contribution
100%
75%
17%
50%
Males
25%
0%
83%
Weekend
Source: RDM Lebanon - Wave 1 2012.
Weekday
Females
Lebanon
Print Scene
Penetration
Top Mediums
100%
Dailies
Weeklies
Monthlies
75%
50%
25%
59%
12%
23%
11%
10%
7%
7%
14%
13%
11%
13%
10%
11%
9%
6%
45%
38%
6%
0%
Target Contribution
Dailies
Weeklies
65%
35%
Males
Females
Source: Lebanon NRS 2012, TGI LEB 2009.
49%
Monthlies
51%
Males
Females
46%
54%
Males
Females
JORDAN
MARKET LANDSCAPE
Jordan
Country Facts
Country Overview
Jordan is an Arab kingdom, a constitutional monarchy with an appointed government. The executive authority is
therefore resided with the King and his council members only. The country has borders with Saudi Arabia, Iraq,
Syria, and Israel. Despite the civil unrest and war in its neighboring countries, Jordan enjoys political stability in the
region. This has positively affected the country's economy with a steady growth.
Jordan has maintained the superior standard of living in the region and similar to the developing countries. Jordan
was ranked 11th for highest standard of living in the developing world and the second highest standard of living in
the Arab and Muslim World.
Economic Overview
Jordan has limited natural resources and is exploring ways to diversify its economy. The country is dependent a lot
on its external sources for energy needs mainly from Iraq, its neighboring countries, GCC countries and regional
cooperation with Israel. The government of Jordan has taken initiatives to boost economic growth by investing in
various sectors such as ICT and real estate, encouraging the job growth in the country.
Despite the slight growth in the economy, Jordan has a high inflation rate with food prices surging, rising
unemployment and rents mounting which are adversely affecting the low income consumers. One of the key factors
behind this increase is the major influx of consumers from Iraq and neighboring countries facing civil unrest.

2014)

est.)
Area: 89,342 sq. km
Jordan
Gender
Summary
Consumers in Jordan are surging in the country due to the large number of migrants from the neighboring countries.
Consumers lifestyle in terms of social, health, and economic developments has been significantly impacted. The economy on
the other hand has greatly benefited from the Iraqi refugees, which resulted in an increase in the price of properties.
Consumers in Jordan have a higher income per capita in the region but much lower than Gulf countries. Consumers have high
demand for houses. Due to the high demand for houses, there is an increase in development in the real estate sector, which in
turn benefits the economy and provides more job opportunities. Despite the economic growth, however, many Jordanians live
on a low or middle income, and many are unable to find a job.
Consumer spending has increased due to economic growth boosting consumer confidence. Consumer spending habits vary
from lower income to higher income with food grabbing the highest share. Consumers regard shopping malls as their favorite
destination because its one stop for all their needs. Shopping malls and supermarkets are leading them to spend more and
save less. The mall has become a place where people meet for entertainment, catch a movie or have a meal. Young
consumers look forward for special discounts, offers and sales, mainly to take advantage of the latest offers on fashion items
and other products. Luxury and high end international brands are purchased by affluent consumers having high brand
awareness. Young Jordanians are highly influenced by the western lifestyle and trends. Young males in Jordan spend their
money on branded clothing and sports equipment to keep fit, whereas females spend on maintaining their appearance and
their image through make-up, accessories and clothing.
Jordanian consumers are very particular about their personal image and spend a considerable share of their income on
personal grooming products. Exposure to media and internet access has transformed the younger generations who aspire
western lifestyle.
48%
52%
Males
Females
Nationality
Jordanians
100%
Age
21%
34%
18%
15-24 yrs
25-34 yrs
35-44 yrs
45+ yrs
Amman
Al Balqaa
Irbid
Al Zarkaa
27%
Region
22%
39%
15%
Other
18%
Source: Euromonitor & Jordan TV - March 2013
7%
Jordan
Media Investments

$40,000,000
2014
2013
$30,000,000
$500,000,000
Total Investments
$450,000,000
$400,000,000
Television
$350,000,000
$300,000,000
$20,000,000
R = 0.37
$250,000,000
$200,000,000
$150,000,000
$10,000,000
$100,000,000
$50,000,000
$0
Jan
Feb
Mar
Apr
May
2011
Top 5 categories
$0
Jan-Jun 2009
2012
10%
13%
26%
1. Telecom
33%
2. Banking
42.8
Million
13%
4. Restaurant
20%
5. S yndicate
23%
3. Banking
23%
37%
16.4
Million
14%
2. Umniah
3. Orange Mobile
18%
18%
1. S amsung
2. Zain
3. S ameh Mall
20%
1. Banking
30%
15%
21%
4. Food S hops &

Companies
4. Travel & Tourism
20%
22%
5. Public S ector
15.8
Million
4. The Housing Bank For

Trade & Finance
5. Umniah
5. Restaurant
2014
14%
26%
1. Zain
3. Dallas Travels &
Tourism
18%
23%
23%

Trade & Financ e
23%
22%
1. S amsung
2. Zain
13.9
Million
4. S amsung
19%
1. Banking
3. Food S hops &

Companies
2. Umniah
17%
Jan-Jun 2014
2. Telecom
43.0
Million
3. Travel & Tourism
2013
15%
14.9
Million
4. Dallas Travels &

Tourism
5. Orange
22%
18%
14%
30%
Jan-Jun 2013
2014
2. Telecom
35.9
Million
2012
1. Zain
14%
18%
5. S yndicate
2011
Jan-Jun 2012
13%
27%
4. Food S hops &

Companies
25%
Jan-Jun 2011
16%
1. Telecom
2. Travel & Tourism
37.9
Million
3. Travel & Tourism
Jan-Jun 2010
2013
13%
13%
Top 5 brands
Jun

Trade & Finance
4. Umniah
5. Orange Mobile
Jordan
Media Scene
Media Overview
TV has the highest reach compared to the other media types in Jordan.
Radio is highly skewed towards males.
Consumers in Jordan have high satellite access, whereas cable TV

penetration is limited to affluent consumers only.
Jordanians like to watch Arabic movies, news, listen to songs and watch
documentary programs, which are available on satellite from different
locations and networks.
100%
80%
60%
40%
20%
0%
Television
Radio
Dailies
Total Population
Source: Jordan TV - March 2013, Jordan NMA 2013, Internet World Stats 2013
Weekllies
Males
Monthlies
Females
Internet*
Jordan
TV Scene
Penetration
Top Mediums
100%
99%
75%
50%
40%
31%
25%
23%
21%
19%
17%
16%
16%
14%
14%
13%
12%
12%
12%
11%
0%
21%
Pay TV
Viewership
S atellite TV
Target Contribution
100%
75%
50%
51%
25%
0%
Weekend
Source: Jordan TV - March 2013
Weekday
49%
Males
Females
Jordan
Radio Scene
Penetration
Top Radio Stations

100%
75%
30%
50%
25%
0%
17%
Rotana Radio
7%
4%
4%
3%
3%
3%
2%
1%
1%
Jor. Quran
Amman Fm
Hala
Amin
Maz aj Radio
Hayat
Play Fm
Bbc World S ervice
Beat
Listenership
Target Contribution
100%
75%
50%
38%
Males
25%
62%
0%
Weekend
Source: Jordan NMA 2013
Weekday
Females
Jordan
Print Scene
Penetration
Top Mediums
100%
Dailies
Weeklies
Monthlies
75%
50%
25%
6%
4%
4%
0%
13%
1%
9%
3%
2%
1%
0%
0%
0%
0%
0%
22%
0%
9%
4%
Target Contribution
Dailies
Weeklies
68%
Males
29%
Females
Source: Jordan NMA 2013
54%
Monthlies
46%
Males
Females
51%
49%
Males
Females
IRAQ
MARKET LANDSCAPE
Iraq
Country Facts
Country Overview
Iraq is located in Western Asia bordering Syria, Turkey, Iran, Kuwait, Jordan and Saudi Arabia. The country faces
many political and economic challenges ahead. Efforts are being taken to stabilize the political situation in the
country. The majority of the Iraqi population isArab with some ethnic minorities who have migrated to the country.
Iraq is composed of eighteen governorates, each further subdivided into districts. Baghdad, the capital, is the
political and economic center.
Iraq is a rich in natural resources; it ranks second in the world behindSaudi Arabiain the amount of oil reserves.
Economic Overview
Iraq's economy is dominated by theoilsector, which has traditionally provided about 95% of foreign exchange
earnings. Iraq is one of the few countries which is considered as part of global growth generators and enjoys
significant economic growth in the future. However, its economic growth heavily depends on its security situation.
The government of Iraq is eager to attract additional foreign direct investment, but it faces a number of obstacles
including a tenuous political system and concerns about security and societal stability.

2014)

est.)
Currently, Iraqs economy is fully dependent on the foreign aid from IMF and The World Bank. Reforms are being
taken to improve the living standards of the consumer by promoting privatization.
Iraq
Gender
Summary
Many consumers aspire to the living standards of the gulf rich country and believe in their countrys potential. Mega
development projects have been initiated especially in the real estate sector providing employment opportunities. Large scale
construction is taking place for big malls across the capital, five star hotels, and hospitals. Consumer income in Iraq is
substantially less compared to the other oil rich countries, specifically in the private sector. Unemployment rate is high;
consumers generally aim for the governmental jobs as they are paid well which included benefits and allowances.
50%
50%
Males
Females
Nationality
Security is the key concern of the consumers and is tied to the countrys development. With the situation improving, many
affluent and middle-class consumers who have left the country are returning back. Hence, there is huge demand for
international products and brands. Consumers visit malls for shopping, leisure, fun and entertainment. Female Iraqi consumers
are heavy spenders compared to their counterparts. A lot of international brands and franchises have opened their outlets in
the malls driving the mall culture among Iraqi consumers. Currently, oil wealth is being translated into shopping malls and
western brands, which are sought by many Iraqis. Iraqi consumers spend their money on big brands as they have been
deprived of this choice earlier.
Iraqis
100%
Age
23%
34%
18%
15-24 yrs
25-34 yrs
35-44 yrs
45+ yrs
26%
Region
21%
Baghdad
Nineveh
56%
10%
8%
6%
Source: Euromonitor & Iraq - NRS 2013
Basrah
Al S ulaimaniya
Other
Iraq
Media Investments

$160,000,000

Total Investments
$600,000,000
2014
R = 0.97
2013
Cinema
$120,000,000
$400,000,000
$80,000,000
$200,000,000
$40,000,000
$0
$0
Jan
Feb
Mar
Apr
May
2011
2012
7%
Top 5 categories
Top 5 brands
1. Telecom
2. Diversities
40%
14.4
Million
1. Telecom
12%
2. Public S ector
70.5
Million
3. Diapers
4. Juice
13%
49%
2011
2012
1. Iraq Government
3. Asia Cell
62%
4. The Independent
Hec Of Iraq
5. Zain
14%
44%
2. Zain
31%
13%
138.7
Million
3. Mahmood
4. Altunsa
5. Al Rawabi Restaurant
25%
2. Public S ec tor
3. Real Estate
190.7
Million
45%

4. Real Estate
39%
5. Theater & Cinema
2013
1. Asia Cell
46.7
Million
1. Telecom
2. Telecom
4. S yndicate
13%
9%
2. Iraq Army
32.7
Million
40%
262.2
Million
6%
5%4%
33%
8%
12%
1. Public S ector
5. Advertising &
Production
17%
6%
12%
2014
7%
5. Diapers
34%
13%
3. Real Estate
8%
4. Restaurant
5. Tea & Infusion
7%
2013
10%
9%
10%
Jun
2014
2. Zain
3. The Independent
Hec Of Iraq
4. Iraq Government
15%
28%
14%
1. Asia Cell
5. Al Muwaten Party
14%
37%
76.9
Million
1. The Independent Hec

Of Iraq
2. Zain
3. Mobile
4. Mutahedoun Lel Eslah
15%
21%
5. Asia Cell
Iraq
Media Scene
Media Overview
TV remains the top media in terms of its reach in the country.
Internet penetration in Iraq is the lowest i.e. 9% only in the whole region.
Satellite TV has high penetration in Iraq reaching almost around 99% of

the population.
Consumers watch TV for fun and entertainment, the average time spent
on TV is approximately 5 hours a day.
Cable TV is not popular among Iraqis due to its high cost and
infrastructure.
100%
80%
60%
40%
20%
0%
Television
Radio
Total Population
Source: Iraq - NRS 2013, International Telecommunication Union
Dailies
Weekllies
Males
Monthlies
Females
Internet*
Iraq
TV Scene
Penetration
Top Mediums
100%
99%
75%
50%
37%
34%
32%
25%
32%
26%
23%
22%
20%
20%
16%
13%
12%
12%
11%
10%
10%
10%
8%
8%
7%
0%
5%
Pay TV
Viewership
S atellite TV
Target Contribution
100%
75%
50%
49%
25%
0%
Weekend
Source: Iraq - NRS 2013
Weekday
51%
Males
Females
Iraq
Radio Scene
Penetration
Top Radio Stations

100%
26%
75%
50%
25%
0%
3%
3%
2%
2%
Dajla
S umer FM
S awa
Al Rasheed
2%
2%
Nawa Al Kurdi Al Quran El Kareem
Listenership
2%
1%
1%
1%
Nalia
Dangi Duhok
Al Iraqia
Al Furatain
Target Contribution
100%
75%
50%
43%
25%
0%
Weekend
Males
57%
Source: Iraq - NRS 2013
Weekday
Females
Iraq
Print Scene
Penetration
Top Mediums
100%
Dailies
75%
Weeklies
Monthlies
50%
25%
0%
4%
1%
1%
1%
1%
0.06
Target Contribution
Dailies
74%
26%
Not monitored
Males
Females
Source: Iraq - NRS 2013 | Note: weekly and monthly magazines are not monitored
Not monitored
EGYPT
MARKET LANDSCAPE
Egypt
Country Facts
Country Overview
Egypt is an Arab republic, part of North Africa adjacent to the Levant and Middle Eastern countries. Its one of the
most populous countries in the whole MENA region. The majority of its population live near the banks of Nile River.
Egypt has also the most important world transportation route in the form of Suez Canal which connects
Mediterranean Sea with Red Sea.
Many Egyptians are already losing confidence in the political process and their new government; tourists lack the
confidence that security will prevail; the confidence of investors remains subdued; and business has little
confidence in the governments ability to heal the countrys economic ills.
Economic Overview
Egypts economic situation has become more precarious, with GDP growth declining since the recent revolution.
Egypts economy continues to suffer from political uncertainty, industrial unrest, climbing unemployment rate,
soaring food prices and declining income levels. The falling exchange rate has pushed up domestic prices and
squeezed purchasing power. However, some areas of economy are still holding up well like strong revenues from
the Suez Canal, oil and gas exports and remittances sent by Egyptian workers.

2014)

est.)
In the light of current challenges faced by the Egyptian economy, financial assistances from the neighboring
countries and loans from IMF International Monetary Fund have helped the government balancing its accounts.
Area: 1,001,450 sq. km
Egypt
Gender
Summary
Consumers in Egypt have great concerns in regards to the political and security situation of the country and desire for internal
stability. Consumers are facing many challenges like high unemployment rate, soaring food prices and sluggish economic
growth. A large level of income disparity among consumers is prevalent in the country. They are reluctant to spend and
current economic turmoil has forced them to re-evaluate their spending habits. Their demand is relatively low and consumer
confidence oscillates. Consumers in Egypt have low purchasing power and further economic instability will ruin the situation.
50%
50%
Males
Females
Nationality
Consumers in Egypt are very particular about their personal appearance; youngsters specifically are more curious,
experimental and are adaptable to change. With increasing exposure to the global TV channels and social media, youngsters
have been strongly influenced by western ideas. Consumer attitude towards fashion largely depend on their household
income, age, and locality. Affluent consumers are highly modernized and keep up with the latest fashion trends. Social
perceptions are very important among affluent consumers and expensive household goods, appliances and cars are all
indicative of social status. Only affluent consumers can afford luxury goods and are highly brand conscious; brands help in
improving their social status. High end consumers are quality conscious and tech savvy, especially males who closely follow
trends in the developments in technology. Shopping malls are becoming popular destination for consumers and different malls
attract different type of consumers.
Health awareness among Egyptian consumers is very low, due to high illiteracy rate poverty. Egypt is the second nation in the
region with high obesity rate. Consumers love football and youngsters enjoy participating in the game, streets are crowded
with the teenagers.
Egyptians
100%
Age
24%
32%
15-24 yrs
25-34 yrs
35-44 yrs
45+ yrs
20%
24%
Region
11%
Greater Cairo
9%
41%
Coastal
Delta
Lower Egypt
19%
Upper Egypt
20%
Source: Euromonitor & TGI Egypt 2012.
Egypt
Media Investments

$800,000,000

Total Investments
$6,000,000,000
2014
2013
$600,000,000
$4,500,000,000
$400,000,000
$3,000,000,000
$200,000,000
$1,500,000,000
$0
Jan
Feb
Mar
Apr
May
2011
Top 5 categories
2.S oft Drink

515.9
Million
2013
35%
14%
1027.8
Million
4.Hair Care
56%
5.Pharmaceutic al
Products
2014
11%
1.Trading Companies
3.S nacks-Appetiz er
17%
2.Pharmaceutical
Products
26%
14%
2.Real Estate
849.5
Million
5.Real Estate
25%
1.Telecom
13%
1190.8
Million
4.Trading Companies
4.S oft Drink
17%
13%
1.S oft Drink
25%
5.Pharmaceutical
Products
2011
19%
23%
147.8
Million
20%
3.Arabian Co.For
Modern Products
4.Coc a-Cola
20%
33%
15%
5.M.H Group
350.8
Million
21%
4.Trading Companies
17%
1. Moringa
24%
4. Al Nour Tv S hop
19%
322.1
Million
21%
19%
1. S ama Valley
2. El Hassan & El
Hussen Group
2. Chipsy
3. Pepsi
2014
8%
5. Foot Patch
18%
3.S oft Drink

5.Medical S ervicing
2013
13%
2.Al Nour Tv S hop
2.Real Estate
18%
2012
1.Pepsi
42%
14%
23%
18%
Top 5 brands
$0
Jan-Jun 2006Jan-Jun 2007Jan-Jun 2008Jan-Jun 2009Jan-Jun 2010Jan-Jun 2011Jan-Jun 2012 Jan-Jun 2013 Jan-Jun 2014
11%
1.Trading Companies
9%
R = 0.97
2012
8%
10%
Jun
Television
3. Zanussi S ervice
Center
4. Pepsi
5. Coca-Cola
9%
10%
12%
1. Teletext
2. Honest For RE Dev
720.5
Million
61%
3. El Hassan & El Hussen

Group
4. S ama Marena
5. Afandina
Egypt
Media Scene
Media Overview
Almost all Egyptians own a television; Egypt is a big force in Satellite TV.
Most leading Arab Pay-TV networks have a presence at Media Production

City in Cairo. Egypt was the first Arab nation to have its own satellite,
Nilesat.
TV consumption is high in Egypt and almost half of the viewers consider

it as their favorite pastime. Many people are glued to their TV screens
due to political developments taking place and watch a variety of
political programs.
This has affected the whole TV scene in the market with local TV
channels grabbing most shares. Digital media remains a catalyst during
these developments and Egyptians are now more open to share updates
and their views.
100%
80%
60%
40%
20%
0%
Television
Radio
Total Population
Dailies
Weekllies
Males
Source: TGI EGY 2012, EGYCUM14, EGYNRS13, EGYR1213, International Telecommunication Union
Monthlies
Females
Internet*
Egypt
TV Scene
Penetration
Top Mediums
95%
100%
75%
50%
31%
27%
25%
23%
22%
17%
15%
14%
14%
12%
10%
10%
10%
10%
9%
9%
8%
8%
8%
6%
6%
0%
6%
Pay TV
Viewership
S atellite TV
Target Contribution
100%
75%
50%
50%
25%
0%
Weekend
Source: EGYCUM14
Weekday
50%
Males
Females
Egypt
Radio Scene
Penetration
Top Radio Stations

100%
80%
60%
40%
20%
0%
43%
Listenership
Target Contribution
100%
75%
50%
52%
25%
0%
Weekend
Source: EGYR1213.
Weekday
48%
Males
Females
Egypt
Print Scene
Penetration
Top Mediums
100%
Dailies
Weeklies
Monthlies
75%
50%
50%
25%
14%
11%
10%
9%
7%
9%
5%
3%
2%
2%
1%
0%
0%
0%
0%
0%
24%
2%
Target Contribution
Dailies
Weeklies
58%
42%
Males
Females
Source: EGYNRS13.
57%
Monthlies
43%
Males
Females
50%
50%
Males
Females
Egypt
Internet Scene

S amsung
77%
33%
Nokia
52%
49%
49%
45%
21%
Iphone
6%
S ony Ericsson
4%
HTC
4%
Blackberry
34%
34%
33%
33%
31%
30%
30%
30%
29%
28%
3%
LG
2%
Motorola
1%
Others
5%
0%
5%
Places of Internet
Access
10%
15%
20%
25%

100%
80%
30%
35%
0%
20%
1%
1%
1%
80%
32%
29%
20%
Secondary Place
15%
Primary Place
30%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Mobile Penetration
Desktop
66%
Laptop
Facebook is the top website in

Egypt reaching more than 3/4th
of the online population.
57%
Mobile
54%
Emails, news, social networking

and downloading are the main
reasons
for
accessing
the
Internet.
21%
Internet-Enabled TV
6%
Other
100%
2%
0%
Source: c.web Egypt W20 Apr 2014, Euromonitor
17%
Internet Cafe
0%
Work
1%
60%
40%
18%
Public Areas
10% 20% 30% 40% 50% 60% 70% 80% 90%
Method of Internet
Access
Home
10%
20%
30%
40%
50%
60%
70%
ALGERIA
MARKET LANDSCAPE
Algeria
Country Facts
Country Overview
Algeria is the second largest country in Africa after Sudan in terms of area and the 11th largest country in the world.
It also has the largest population among the Maghreb countries. Algeria serves as a gateway between Europe and
Africa having a great geographical importance. It has strong historical links with Europe, mainly France. As a result,
French is the most spoken language after Arabic which is the official language of the country. French influence is
visible in its architecture and consumers who mainly follow western fashion trends.
Algerias huge reserves of natural resources coupled with its 34 million population has enabled it as an attractive
market for the investors. China is now the 2nd largest exporter to Algeria after France. Recently, majority of Chinese
firms have been awarded several construction contracts in the country. Among the construction projects are a new
airport, malls, luxury hotels, residential houses, and the longest continuous highways in the Africa.
Economic Overview
Algeria is one of the few countries in the world which was least affected by the global economic crisis. This was
mainly due to its relative isolation from the worlds financial system; however, the impact was prevalent in the form
of its falling foreign investments, sluggish trade, and declining remittances. Algeria is an oil-exporting country with
weakly diversified economy and is vulnerable to economic downturns of its partner countries mainly France and US.
Algeria has strong economic ties with France,
In the aftermath of the crisis, Algerian government introduced a supplementary finance act in a response to
accelerate economic diversification through restriction on imports, foreign investment and credit to consumers. The
aim was to protect Algerians from bad debts and pave a way for local production by restricting imports.

2014)

est.)
Area: 2,381,740 sq. km
Algeria
Gender
Summary
Consumers are mainly concentrated in the northern region of the Algeria near to the Mediterranean coast with southern region
sparsely populated. Over two million consumers reside in Algiers, the capital city of Algeria, giving rise to urbanization.
Unemployment remains high among consumers with huge geographic income disparity. Consumers residing in the cities are
often paid well compared to the consumers in the rural areas.
50%
50%
Females
Nationality
Consumers in Algeria have high purchasing power despite their low income. Higher consumer confidence can be explained
from their relatively low household debts compared to the consumers of other Maghreb countries. Surge in consumer
spending on goods and services contribute to overall economic growth of Algeria. On another hand, growing number of high
income consumers make Algeria a very attractive market. Affluent consumers demand high end product and can afford
premium luxury products. Although, high income consumers represents only a small share of the Algerian population. They are
highly westernized and are responsible for majority of sales especially when it comes to western products. Brand awareness is
high among these consumers and owning a well reputed brand is part of their status symbol. The growth among affluent
consumers has influenced the demand for luxury items such as customized mobile phones, branded design clothes and
expensive perfumes.
Western influence has an impact on consumers shopping habits by increased brand awareness among them. Presence of
international brands in the country has not only unfolded the international franchises but also witnessed growth in their
marketing and advertising campaigns. Many Algerians flock to supermarkets for grocery shopping once a week. Supermarket
and convenient stores is house to many international brands. Youngsters living in urban areas and modern Algerian have high
affinity towards western high end brands. Consumers who cant afford them would opt for counterfeit products to improve
their personal image.
Males
Algerians
100%
Age
27%
30%
15-24 yrs
25-34 yrs
35-44 yrs
45+ yrs
18%
25%
Region
22%
Algeria
S etif
Constantine
Oran
46%
14%
17%
Source: Euromonitor & MMR TV Mar 2013.
Algeria
Media Investments

$60,000,000

Total Investments
$250,000,000
2014
2013
$200,000,000
$45,000,000
Magaz ine
R = 0.99
$150,000,000
$30,000,000
$100,000,000
$15,000,000
$50,000,000
$0
Jan
Feb
Mar
Apr
May
2011
Top 5 categories
6% 4%
40%
7%
4. Electromenager
34%
Jan-Jun 2012
11%
95.5
Million
3. Alimentation
Jan-Jun 2013
Jan-Jun 2014
2014
12%
42%
2. Transports
33%
16%
169.3
Million
3. Alimentation
4. Boissons
5. Appareils Mnagers
29%
Jan-Jun 2011
1. Telecom
4. Boissons
3. Alimentaire
5. Appareils Mnagers
34%
1. Telecom
2. Alimentation
3. Transports
4. Boissons
5. Toilette - Beaut
20%
20%
5. Cosmetique
2011
2012
8%
14%
Top 5 brands
2. Transports
50%
Jan-Jun 2010
5%
9%
1. Telecom
64.8
Million
Jan-Jun 2009
2013
5%
9%
2. Vehicule Et
Accessoires
47.8
Million
$0
Jan-Jun 2008
2012
1. Tech De L'Info
Communication
16%
Jun
30%
23.9
Million
22%
26%
9%
1. Atm Mobilis
2. Wataniya Telecom
Algerie
3. Orascom Telecom
Algerie
4. Renault Algerie
5. Peugeot Algerie
36.7
Million
1. Wataniya Telecom
Algerie
2. Orascom Telecom
Algerie
37%
15%
47.7
Million
2. Wataniya Telecom
Algerie
3. Orascom Telecom
Algerie
35%
12%
65.1
Million
14%
4. Renault Algerie S pa
4. Renault Algerie S pa
5. Diamal
12%
1. Atm Mobilis
13%
3. Atm Mobilis
26%
2014
7%
37%
23%
2013
6%
29%
5. Toyota Algerie
Source: SIGMA/MMR 2008 2014 | NOTE: Investments shown in the chart cover only TOP 5 category / brands during the H1 2014
28%
1. Atm Mobilis
2. Wataniya Telecom
Algerie
3. Orascom Telecom
Algerie
4. Faderc o
5. The Coca-Cola Export
Company
Algeria
Media Scene
Media Overview
Satellite TV is very popular in Algeria with several stations targeting

Algerians although they are based in France. European channels are
widely-watched.
Satellite TV has high penetration among Algerian consumers whereas

cable and digital TV are scarce due to the high cost of infrastructure.
Algerians mostly spend their family time at home watching TV.
Algeria's TV and radio stations are controlled by the state, there is a

relative lively private press which often criticizes the authorities.
Internet activities such as web surfing, chatting, community forums,

traditional blogs and online dating is popular among youngsters.
100%
80%
60%
40%
20%
0%
Television
Radio
Dailies
Total Population
Source: Med&Com , MMR Jun 2014, , International Telecommunication Union
Weekllies
Males
Monthlies
Females
Internet*
Algeria
TV Scene
Penetration
Top Mediums
90%
100%
75%
50%
25%
17%
15%
12%
15%
13%
11%
10%
11%
8%
10%
8%
11%
6%
5%
32%
4%
0%
Pay TV
Viewership
S atellite TV
Target Contribution
100%
75%
50%
44%
56%
25%
0%
Weekend
Source: MMR Jun 2014
Weekday
Males
Females
Algeria
Radio Scene
Penetration
Top Radio Stations

100%
13%
75%
50%
25%
23%
13%
7%
6%
3%
3%
0%
1%
1%
0%
Listenership
0%
Target Contribution
100%
75%
36%
50%
Males
25%
64%
0%
Weekend
Source: MMR 2013
Weekday
Females
Algeria
Print Scene
Penetration
Top Mediums
100%
Dailies
Weeklies
Monthlies
75%
50%
25%
0%
0.2
Target Contribution
Dailies
71%
29%
Not monitored
Males
Females
Source: MMR 2012
Not monitored
MOROCCO
MARKET LANDSCAPE
Morocco
Country Facts
Country Overview
Situated on the Strait of Gibraltar, Morocco serves as the passage from the Atlantic Ocean to the Mediterranean.
Morocco is the most densely populated country in North Africa after Egypt and Algeria and can be compared to
other developed countries such as Canada or the US. The population of Morocco is composed of many ethnic
groups which brings cultural diversification and prosperity to the country. Berbers are considered as native
inhabitants of the land but over time many immigrants have flocked from East. Morocco is home to several Jews,
Arabs, Saharan and Sub-Saharan African.
The political capital of Morocco isRabat, although the largest city is Casablanca; other major cities
includeMarrakesh,Tetouan,Tangier,Sale,Fes,Agadir,Meknes,Oujda,Kenitra, and Nador.
Economic Overview
The global economic crisis had short term impact on the Moroccan economy. A large segment of revenue is
generated from the collection of income tax from the consumers depending on their salaries which is fueled to the
economy of the country. With its economic plans in place, Morocco is one of the few countries in the region which
was able to contribute to the economic development of the country.
The Moroccan economy is generally diverse but very fragile. About 40% of Moroccans cannot read or write, and the
country has high levels of extreme poverty and health care deprivation.

2014)

est.)
Morocco
Gender
Summary
Consumers in Morocco have experienced growth in their annual disposable income due to the economic growth in the country.
Consumer confidence has thus increased enabling them to purchase products and services that were once considered
luxuries. Another factor behind the economic growth is the recent investment in various sectors of the country (particularly
construction, health facilities, communication, etc.) with growth in employment opportunities. Consumer levels of spending
has increased in all product sectors and services with food and beverages having the largest share.
49%
51%
Males
Females
Nationality
Consumers in Morocco have considerably increased their level of spending on health and medical services. Moroccans,
regardless of their age, have high awareness of healthier lifestyle and habits. As a result, older generations are living longer
due to medical advancement and access to better health facilities. Young consumers are spending more on fitness centers
and nutritional products. Consumer shopping habits have also been affected with the awareness of healthy lifestyle.
Consumers tend to buy fresh fruits, fresh fish & meat products, and fresh vegetables due to high source of vitamins and
protein needed for a healthy lifestyle.
Moroccan consumers are highly influenced by the western lifestyle. Young consumers heavily spend on cosmetics, toiletries
and fashionable clothing and footwear. Personal appearance is the foremost thing for the young consumers regardless of their
gender. Affluent consumers would keep up with the latest fashion trends and products as a reflection of their wealth and
higher social status. Moroccan consumers are attracted to brands that have earned international recognition and symbolize a
foreign and desirable lifestyle.
Moroccans
100%
Age
27%
20%
28%
15-24 yrs
25-34 yrs
35-44 yrs
45+ yrs
25%
Region
20%
Casablanca
50%
Marrakech
30%
Source: Euromonitor & TGI Morocco 2011.
Rabat
Morocco
Media Investments

$100,000,000
$80,000,000
2014
$500,000,000
2013
$400,000,000
Total Investments
$450,000,000
Television
$350,000,000
R = 0.97
$300,000,000
$60,000,000
$250,000,000
$200,000,000
$40,000,000
$150,000,000
$100,000,000
$50,000,000
$20,000,000
$0
$0
Jan
Feb
Mar
Apr
May
2011
2012
Top 5 categories
14%
185.7
Million
2. Automotive
44%
13%
176.7
Million
3. Hygiene & Beauty

4. Foods
14%
5. Banking
22%
2. Foods
13%
191.8
Million
3. Foods
4. Automotive
3. Wana
5. Centrale Laitiere
195.8
Million
5. Banking
94.7
Million
4. Maroc Cultures
32%
99.2
Million
2014
1. Maroc Telecom
27%
13%
2. Medi Telecom
5. Maroc Cultures
Source: Imperium Media 2004-2014 | NOTE: Investments shown in the chart cover only TOP 5 category / brands during the H1 2014
33%
100.5
Million
3. Wana
4. P&G
5. Centrale Laitiere
27%
4. Leisure/Culture
9%
9%
24%
3. Banking
17%
2. Wana
3. Medi Telecom
2. Foods
5. Automotive
2013
1. Maroc Telecom
41%
15%
8%
34%
26%
14%
3. Automotive
4. Leisure/Culture
15%
6%
1. Maroc Telecom
2. Medi Telecom
44%
1. Telecom
15%
4. P&G
25%
2. Banking
2012
8%
99
Million
1. Telecom
5. Media / Information
2011
33%
13%
1. Telecom
14%
8%
11%
47%
14%
16%
2014
13%
1. Telecom
Top 5 brands
2013
12%
13%
Jun
21%
1. Maroc Telecom
2. Wana
3. Medi Telecom
4. P&G
24%
5. Maroc Cultures
Morocco
Media Scene
Media Overview
TV clearly has the highest reach compared to all the media types
available in Morocco.
The government either owns or has a stake in RTM and 2M which are
Morocco's main TV networks.
Satellite dishes, which are widely used, provide access to French and Pan
Arab stations.
Affluent Moroccans spend leisure time outdoor, especially on weekends,

because they can afford dining out or going to the cinema or theatre. In
contrast, Moroccans with less disposable income typically spend their
free time with their families at home, often watching TV or preparing and
taking meals. In urban areas, consumers are more influenced by media
advertising, especially teenagers.
100%
80%
60%
40%
20%
0%
Television
Radio
Total Population
Dailies
Weekllies
Males
Monthlies
Females
Source: Macromtrie 2014, CIRAD (IPSOS) 7me vague and Tabx & Creargie 2010 , International Telecommunication Union
Internet*
Morocco
TV Scene
Penetration
Top Mediums
100%
75%
50%
50%
38%
25%
27%
75%
19%
12%
7%
6%
6%
5%
0%
4%
4%
3%
3%
3%
1%
5%
Pay TV
Viewership
S atellite TV
Target Contribution
100%
75%
50%
40%
Males
25%
60%
0%
Weekend
Source: TV Suvey MarocMtrie 2014
Weekday
Females
Morocco
Radio Scene
Penetration
Top Radio Stations

100%
75%
50%
25%
17%
15%
0%
Radio Mohamed VI du saint Coran
12%
Mdi1
9%
7%
6%
Med Radio
6%
Hit Radio
Listenership
5%
5%
73%
4%
Cap Radio
Target Contribution
100%
75%
50%
49%
25%
0%
Weekend
Source: CIRAD ( IPSOS) - 9me vague (LV)
Weekday
51%
Males
Females
Morocco
Print Scene
Penetration
Top Mediums
100%
Dailies
75%
Weeklies
50%
25%
36%
21%
20%
12%
10%
33%
30%
Monthlies
26%
8%
20%
8%
5%
5%
3%
49%
3%
0%
29%
Target Contribution
Dailies
Weeklies
60%
40%
Males
Females
Source: Creargie 2010.
57%
Monthlies
43%
Males
Females
37%
63%
Males
Females
34%
TUNISIA
MARKET LANDSCAPE
Tunisia
Country Facts
Country Overview
Tunisia is an attractive market for many Southern European countries due to its cheap labor and location on the
Mediterranean offering lower production costs for many European-owned factories. Tunisia also serves as in
important holiday destination for many Europeans staying along Tunisias northern Mediterranean shores. Tunisia is
known for its wonderful beaches and hot sun.
Tunisia has anassociation agreement with theEuropean Unionand is a member of theArab League, and theAfrican
Union. Tunisia has established close relations with France in particular, through economic cooperation, industrial
modernization, and privatization programs.
Economic Overview
Tunisia faces many challenges ahead with economy being eminent priority followed by social and political. Tunisian
economy is heavily relying on loans an assistance from other countries. Although the recovery plan is being placed
but analysts believe high interest rate on loans would hinder quick economic recovery.
Unemployment is high and the government is willing to bail out foreign companies who have lost its backing to
avoid further job loss in the country. The tourism sector which is the primary source of foreign income and an
important generator of jobs has full governmental support. Shaken consumer confidence has also adversely
affected the economic growth of the country.

2014)

est.)
Tunisia
Gender
Summary
Consumers in Tunisia face many challenges today, as economic and political stability is foremost following unemployment and
rising food prices. Recent developments have shaken the confidence of the consumers; many of them have re-evaluated their
spending habits. For many of them, income level is a deciding factor for food shopping, brand awareness, brand loyalty, store
preferences and price sensitivity. Consumers are becoming highly price conscious and they only spend on basic necessities. In
contrast to low-income households, affluent households tend to develop awareness and loyalty to a wide range of brands.
Affluent consumers often choose the store in which they shop on the basis of the availability of their favorite brands.
Unemployment is at an all time high and a key concern for the new policy makers. A large number of graduates are facing
difficulties in finding a reasonable job and youth from outskirts of urban areas find it more troublesome.
Consumers in Tunisia consider themselves stylish and keep up with the latest fashion and trends. Young consumers have high
brand awareness and are highly influenced by western lifestyle and habits. They follow international celebrities, particularly
football players, for fashion updates. Some teenagers opt for trendy haircuts of football stars such as Christian Ronaldo or
David Villa. Brands with celebrity endorsements are very popular among the young consumers. TV channels, fashion
magazines, and internet websites are the source for latest fashion tips and are driving demand for more expensive clothing
and footwear. Affluent consumers can easily afford expensive items, whereas low income consumers tent to buy less
expensive items or look out for second hand products. Tunisia has a very small percentage of affluent consumers who are
aware of wide range of luxury products as they can afford them easily.
Sports are an obsession for many Tunisians. Although football is widely popular sport, many consumers participate in a variety
of sports activities including handball, basketball, volleyball, swimming, tennis and jogging.
50%
50%
Males
Females
Nationality
Tunisians
100%
Age
20%
10%
32%
16%
Less than 15
15-24 yrs
25-34 yrs
35-44 yrs
45+ yrs
23%
Region
10%
9%
7%
63%
Source: Euromonitor & Tunisia TV Dec 2013.
6%
5%
Tunis
S afaqis
Nabul
S usah
Bin 'Arus
Other
Tunisia
Media Investments

$16,000,000

Total Investments
$160,000,000
2014
2013
Television
$120,000,000
$12,000,000
R = 0.83
$80,000,000
$8,000,000
$40,000,000
$4,000,000
$0
$0
Jan
Feb
Mar
Apr
May
2011
Top 5 categories
8%
1. Telecom Et Internet
185.7
Million
2. Alimentaire
42%
6%
8%
176.7
Million
3. Hygiene
4. Banque Finance
37%
41%
39%
2011
12%
7%
46%
1. Alimentaire
13%
191.8
Million
25%
2. Tunisie Telecom
94.7
Million
3. Orange Tunisie
5. Atb
Source: Sigma Conseil 2005-2014
20%
4. Produc tion AV Et
Presse
5. Banque Finance
1. Alimentaire
13%
195.8
Million
42%
16%
1. Tunisiana
24%
4. Orange Tunisie
19%
4. Banque Finance
5. Production AV Et
Presse
37%
20%
16%
29%
1. Tunisie Telecom
3. Delice Danone
4. Coc a Cola
4. Orange Tunisie
5. Coca Cola
1. Tunisie Telecom
2. Orange Tunisie
100.5
Million
17%
3. Tunisiana
21%
5. Coca Cola
2014
2. Delice Danone
99.2
Million
2. Telecom Et Internet
3. Hygiene
2013
3. Delice Danone
24%
2. Telecom Et
Internet
3. Hygiene
2. Tunisie Telecom
18%
4. Activia
43%
32%
12%
1. Tunisiana
29%
1. Telecom Et
Internet
2. Alimentaire
3. Hygiene
4. Production AV Et
Presse
5. Entretien
Menager
2014
5%4%
5%
2012
5%
99
Million
2013
6%
5. Divers
7%
Top 5 brands
2012
5%
8%
Jun
18%
21%
5. Tunisiana
Tunisia
Media Scene
Media Overview
The broadcast media are either dominated by the state or reflect the
countrys official direction. Occasionally, the private press succeeds in
breaking taboos over some sensitive topics, including allegations of highlevel corruption.
Monthlies have very low reach in Tunisia and are skewed towards
females.
Tunisians tend to watch a lot of TV while staying at home for relaxation

and entertainment. Among the young audience, music channels are
extremely popular. They also go to cinema and read fashion magazines,
spend a lot of time surfing internet, watch movies, and play video games.
In addition to local programs, Tunisians watch Al Jazeera news, Syrian and
Turkish series and Egyptian movies.
100%
80%
60%
40%
20%
0%
Television
Radio
Total Population
Source: Sigma Conseil, International Telecommunication Union
Dailies
Weekllies
Males
Monthlies
Females
Internet*
Tunisia
TV Scene
Penetration
Top Mediums
100%
78%
75%
50%
29%
29%
25%
29%
9%
7%
2%
2%
2%
2%
0%
2%
1%
1%
1%
1%
1%
3%
Pay TV
Viewership
S atellite TV
Target Contribution
100%
75%
50%
50%
25%
0%
Weekend
Source: Sigma Conseil.
Weekday
50%
Males
Females
Tunisia
Radio Scene
Penetration
Top Radio Stations

100%
75%
38%
50%
25%
12%
0%
Mosaique FM
5%
5%
4%
3%
2%
2%
2%
1%
1%
S hems FM
Zitouna
Jawhra FM
Rtcn
IFM
R.Jeunes
R.S fax
Express FM
R.Monastir
Listenership
Target Contribution
100%
75%
50%
50%
25%
0%
Weekend
Weekday
50%
Males
Females
Tunisia
Print Scene
Penetration
Top Mediums
100%
Dailies
75%
Weeklies
Monthlies
50%
25%
16%
10%
10%
8%
4%
4%
3%
2%
2%
2%
1%
0%
1%
1%
0%
0%
25%
8%
3%
Target Contribution
Dailies
Weeklies
61%
39%
Males
Females
66%
Males
Monthlies
34%
Females
53%
47%
Males
Females

Market Landscape October 2014

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Market Landscape October 2014

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MARKET LANDSCPAE HY

MENA MARKET LANDSCAPE

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MENA MARKET LANDSCAPE

If MENA was a country it would be 3rd

86% of the MENA population are Arabic

MENA is the fastest growing emerging

It has 60% of the world's oil & 45% of

8 of the 12 OPEC nations are within the

MENA has the internet penetration of

Arabic is the fastest growing

MENA MARKET LANDSCAPE

Global Oil Prices (per barrel)

MENA real GDP Growth (%change)

MENA MARKET LANDSCAPE

Attitudes towards media

MENA MARKET LANDSCAPE

Source: Ipsos Syndicated Studies, International Telecommunication Union

MENA MARKET LANDSCAPE

MENA MARKET LANDSCAPE

MENA MARKET LANDSCAPE

MENA MARKET LANDSCAPE

MENA MARKET LANDSCAPE

Digital media marketing and online advertising in MENA

GCC Countries are investing a lot in Information and

Telecom operators are providing state-of-the-art technology to

Internet penetration in MENA and GCC is at 59% (est.) and

MENA MARKET LANDSCAPE

MENA MARKET LANDSCAPE

Source: OMG Estimates

MENA MARKET LANDSCAPE

Source: International Telecommunications Union

MENA MARKET LANDSCAPE

Source: World Bank & Euromonitor.

Total Population: 46,928,500 (2012

Population growth rate: 3.88%

Area: 2,572,960 sq. km

GDP growth rate: 5.0% (est.)

Inflation: 3.6% (est.)

MENA MARKET LANDSCAPE

Attitudes towards media

Source: World Bank & Euromonitor.

MENA MARKET LANDSCAPE

YOY Investments by Media Type (2004-2014 USD millions Jan-Jun)

Polynomial (Total Investments)

Reach by media type across the GCC

MENA MARKET LANDSCAPE

3. Publishing & Catalog

5. Exhibition & Events

Source: Ipsos stat 2011 2014 (Jan-Jun)

MENA MARKET LANDSCAPE

Investments by Month (2013 vs. 2014 USD millions Jan-Jun)

YOY Investments by Media Type (2004-2014 USD millions Jan-Jun)

Polynomial (Total Investments)

Source: Ipsos stat 2004 2014 (Jan-Jun)

1. Publishing & Catalog

Click on any countrys flag to view the

MENA MARKET LANDSCAPE

Source: World Bank & Euromonitor.

Total Population: 29,319,400 (January

Population growth rate: 1.523% (2012

Area: 2,149,690 sq. km

GDP growth rate: 6.0% (2012 est.)