Radio is the leading and most utilized medium for advertising, according to a new media report by Tiffa Research.
According to the Media Landscape report2019 which, examines the transformation in media over the last five years and the key change drivers, the preference for radio for advertising is mostly attributed to the large audience it attracts compared to TV and print and also the high number of free to air radio stations in the country.
The report, however, observes that there has been a gradual decline in radio audience following the digital migration from 92 percent in 2017 to 66 percent in 2019.
TV and online audiences have on the other hand increased slightly from 50% and 30% slightly over the same period.
DECLINE IN NEWSPAPERS CIRCULATION
The report also reveals that there has been a notable decline in newspaper circulation in the country since 2013.
“The local dailies recorded a 3 percent decline in circulation between 2013 and 2018.” the report by Tiffa says.
The Media Landscape report, which comes against the backdrop of the media industry facing challenges that include declining advertising spends on traditional media, observes that advertisers are moving to digital media platforms.
“Social media is undeniably the most effective medium to reach consumers and advertisers, the report states.
The report further observes that the growth of digital media has seen advertising platforms such as Google and Facebook also eat into Kenya’s advertising market share.
“Spends are moving online but, there is still spend on offline media”- Lenny NgangaCEO of Saracen Media said during the launch of the report.
Macharia Gaitho, Chairman Kenya Editors guild said that the surge of fake news in new media has made Offline Media enjoy more Trust from consumers.
Popular Internet Platforms 2018 to 2019
Facebook and WhatsApp are the most popular internet platforms with over 70% mentions in 2018 and 2019.
There is also increased competition from global digital media platforms such as video on demand and OTTs (as @NetflixFilm, Showmax, etc.).
TOP VISITED ONLINE SITES
Google tops most visited site followed by Youtube and local news sites; Standardmedia.co.ke, Nation.co.ke, and Tuko news.
BIGGEST ADVERTISERS – Betting and gambling sector
Betting and gambling sector controls Kenya’s advertising sector, followed by Safaricom and the government.
The Media Landcape in Kenya has undergone several significant transformations following the switch from analogue to digital transmission in 2015.