How has television advertising changed in recent years?
We live in a world where change is the only constant, not only in our region but also globally. The change is applicable in everything in our life, including advertising and media. It’s true that TV viewership dropped in the past few years, particularly amongst the youth, but it did not vanish. TV is still an important source of entertainment and credible news across the region, particularly in Saudi Arabia. On the other hand, the drop in TV ad spend and its share within the pie is unfair, and this is mainly due to the lack of trust in TV measurement and misperception about TV effectiveness. If we look at many overseas markets, we see
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