remains the top industry spender on
TV and radio, recording a growth of
16% in TV and 9% in radio for the
year 2015, which can be attributed
to heightened competition among
players in the industry among them
being the Equity Holdings’ Equitel
brand.
The key drivers for communication
spends were Safaricom Limited and
Airtel which accounted for 26%
and 22% share respectively. Airtel’s
spends on TV in 2015 grew by 212%
pushed heavily by the brand Airtel
Unliminet, and Safaricom topped
the list of company spenders for both
2014 and 2015.
The betting and gambling wave
Betting and gambling was one of
the most notable industries to record
significant growth in spends year on
year, growing by 797%. The betting
and gambling industry, which had
less advertising activity in the past,
recorded a massive 923% growth in
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radio spends to close the year among
the top industry spenders on this
medium.
New entrants SportPesa accounted
for 72% of the industries spends
in 2015, spending close to Sh705
million on advertising to make it
the 11th overall top campaigner
for 2015. The rise of betting and
gambling spends is attributed to the
entry of new betting companies and
the craze of the Kenyan public in the
betting world.
Safaricom a top spender for fourth
year running
was the most advertised campaign
in 2014 with over Sh2 billion in
spends while the company’s Shangwe
Mtaani campaign in 2015 also came
in first for that year with almost Sh3
billion spent on the campaign.
Overall, Safaricom spent Sh7.44
billion on advertising in 2015 with
second place Coca-Cola Kenya
having a total of Sh3.6 billion in
spends.
Higher rate cards for TV
Regardless of the fact that
Safaricom’s spends dropped by 7%
in 2015 compared to 2014, one of
Kenya’s most trusted brand and
leading telco topped the list of
company spenders for both years;
accounting for 7% of the total media
spends recorded in 2015.
Despite an 8% drop in the number
of companies that advertised on TV
in 2015, which can be attributed
to the “blackout” occasioned by the
digital migration, television remained
the most popular media platform
for advertising, though by a very
small margin. Total TV ad spends
for 2015 were Sh41.1 billion with
radio coming in exceptionally close at
Sh41.0 billion.
Safaricom’s Bonyeza Ushinde 3
Citizen TV was the most popular TV
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