Clare Fearon, Head of Media Solutions at GroupM MENA writes on addressable media as the new frontier.
Four hours and 40 minutes. This is the average amount of time viewers in KSA spend watching television a day, according to KSA TAM’s latest TSV viewers report. Comparatively, people spend just under three hours on social media platforms (GWI).
Despite this, we are still seeing disproportionate media spend on social media platforms, compared to TV, which has been continually underrepresented in media plans in the region for a number of years. In fact, we only see about 12 per cent of media spend going towards TV, versus 35 per
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