Kenyans are relying more on digital media platforms for information and entertainment in the wake of COVID-19, which is contributing to the growth of online platforms compared to traditional media.
According to a recent report; AN OVERVIEW OF EVOLVING MEDIA CONSUMPTION HABITS (IN THE ERA OF COVID) by Ipsos Kenya, COVID-19 has drastically changed media consumption behavior in the country.
Audiences have reportedly gained more control of the media and content they consume and “Media consumption has moved from ‘mass media’ to ‘my media’ “.
The report warns advertisers and content creators that an increase in digital media platforms is fragmenting their audience.
“As Audiences gain more control of the media and content they consume, they become moving targets for both the content creators and the advertisers,” the report says.
The report further states that Social media is growing in prominence as a perceived ‘authoritative’ voice. It however observes that the significance of legacy media will remain as people continue seeking validation of what they view, hear or read online.
Marginal changes in consumption of media via the different platforms between the first and second quarters of also show that online is the only platform on an upward trajectory compared to TV, radio and newspapers.
“Television largely remains a nighttime medium, competing with internet for share of time while Radio continues to take care of the morning audience and partly at night mainly with low LSMs. The Internet has found its space across the day and into the night”.
Increased Spend in Digital Ads
The findings of the report by IPSOS covering The EVOLVING MEDIA CONSUMPTION HABITS (IN THE ERA OF COVID) aligns to those of a similar report by Reel Analytics, which was commissioned by the International School of Marketing (ISA), showing that there has been increased spending in Digital Ads in Kenya in 2021 compared to the same period in 2020.
According to the report, Ad spending grew from Sh52.2 billion to Sh60.3 billion, representing a growth of Sh8.1 billion in the period.
The containment measures that the government put in place to control the spread of COVID-19 as well as the loss of income occasioned by job losses, reduced profit margins, and salary cuts affected businesses a great deal.
“ Digital Ad spending has held up surprisingly well post 2020. Despite historic economic disruptions occasioned by covid19 pandemic, global Ad spending on digital has continued to perform well,” the reports says.
This year, as the overall Ad market rebounds, digital spending will increase by 20.4%.
Ad Spends for the year 2021 are expected to rise by 18% by end of 2021 compared to the previous year owing to the 2022 elections.
“Being an election year, Ad Spends in 2022 likely to be boosted further by political spending,”
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