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The evolution of the advertising market has benefited television and handicaps increasingly print media. This is what emerges from a survey realized by the Institute Immar Research & Consultancy, published yesterday.
If the document, taken up by the APS, suggests a substantial increase in the advertising market in Algeria during the first 3 months of the year (3.019 billion dinars), wealth is not the same in the broadcast media. And print media seems the poor relation of the Algerian media. Thus, according to the document, print regressed shows a decrease in market share in the first quarter 2015 (10.03% of the market and 1,032 billion dinars) compared to the first quarter 2014 (17.98% and 1.305 billion dinars).
It is noted as a decrease of 21% of display ads in the press and a 9% reduction advertisers (172 against 189).
For cons, the TV channels are carving the biggest share of the advertising market. The study notes that ads on television during the first three months of 2015 remain dominant, with a rate of 84.2% of the market, 8.646 billion dinars, an increase compared to the same period in 2014 where the rate was only 72.83% (5.286 billion dinars).
The number of advertisers in this segment also increased from 97 to 129, representing a 33% increase, as the number of spots that also increased from 35,735 à 76,694 (+ 115%) . These figures therefore reflect lower advertising rates of certain television channels. In some of these broadcasters, the price of a time slot can drop to 10 000 DA 30 seconds, while the prices displayed are much more important than that.
Not surprisingly, these are the telecom companies who are the first advertisers, with more than 3.019 billion dinars in the first quarter of this year, an increase compared to the same period of last year (1.593 billion dinars). This sector is followed by the FMCG. However, the automotive sector fell ads with 1.005 billion dinars in the first quarter of this year against 1.386 billion dinars in the same period of last year.