By Zubair Siddiqui, managing director, UM MENA
Key media consumption and spending trends for 2019
The gap between online and offline media consumption will increase significantly in both UAE and Saudi Arabia, reaching 70:30 in 2019.
The average time spent on linear TV (1.5 hours a day) remained stable in the last two years. However, the time spent on online TV/streaming will get dangerously close to that of linear TV in Saudi Arabia in 2019. TV billings on the other hand will continue to remain at 2018 levels owing to TV’s ability to deliver significant contribution to sales across the consumer packaged goods (CPG) sector.
The traditional radio world will get shaken up in 2019 with the
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