Advertising in Lebanon: TV remains n.1 and internet is inexistant!

I just came through this article on the Commerce du Levant website about the advertising spending in September 2010 in Lebanon. These expenses are down 8% from August and 4% compared to September 2009. Despite this slight decline, the third quarter was relatively good with an increase of 8%.

OK advertising is still growing, even if it is growing slowly. But the thing that hit me the most is the fact that there is absolutely no spending for advertising on the web or that it is really really insignificant. Check out this repartition:

As I was wondering about the average time that lebanese people spent watching TV, I guess I have the answer to my deep concern. Television takes it all and it is still the number 1 mass media. Will the web ever kill the TV stars?

Throughout the world, the strong growth of the Internet, and the development of its uses, confirms the mass media crisis (for the press and TV in the first place).
More profoundly, the belief in the mainstream media is dramatically affected by a movement that sees the legitimacy of traditional media organizations disintegrated by a permanent suspicion particularly related to a certain political affiliation.

Considering that a mass media (according to Marshall MacLuhan) is characterized by a communication of one-to many and by a one-side message (the public does not interfere with the message vehicle) we can of course question the belonging of the web to the “mass media” category. The web in its core, and thanks to the massive user generated contents created by the audience via blogs, wikis, social networks etc… creates a new situation: the communication pattern which used to be from one to many (vertical) has completely evolved to many-to-many (horizontal).

My main point here is that these new models of direct production of information are drawing an innovative media landscape, and advertising investments should definitely be following this trend.

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5 responses to “Advertising in Lebanon: TV remains n.1 and internet is inexistant!

  1. Pingback: Lebanese blogosphere weekly link roundup (2010/11/21) | +961

  2. It seems to me that the report went to advertising mediums (LBC, MTV, etc.) to get their numbers as opposed to them going to the advertisers themselves to get data.

    The reason I say this is because many brands looking to advertise have started looking online in the past year, however, they’re advertising on international websites such as Facebook or on advertising networks such as Google Adwords.

    As a result of that, Lebanese websites, which mainly consist of political news websites, can account for a smaller share of the online advertising pie (as opposed to Facebook for example), and if that’s where Commerce du Levant got their data from, that’s why it’s wrong. You get the picture.

    I belong to a group of companies that has spent in advertising money in excess of 3 Million USD this year, 99% of which is online. Unless Lebanon’s advertising industry is in excess of $300 Million and we’re the only online advertisers, the data is definitely wrong.

    • Thank you Mark for your insight! I am sure you’re right which is why I think it is a shame no to have proper numbers and correct data about what is happening on the communication/advertising scene in Lebanon… I think in the case the problem is even worse: How can a media like Commerce du Levant can allow themselves to publish this kind of misleading data if it is such an evidence that a lot of money is being spent online?

  3. We would like to invite you to participate in a grant competition for investigative reporting.

    The Institute for War and Peace Reporting (IWPR) is offering grants for young journalists interested in investigative stories on local governance, transparency and municipal politics in Lebanon to encourage local and national media to dig deeper and to hold local politicians accountable.

    For mor information please visit our webite: http://www.no2at3al7ourouf.com
    or message us at the following e-mail address: iwpr.beirut@gmail.com

    Best,

    The IWPR Team

  4. Maybe because the cost of marketing on digital platform is negligible compared to TV, definitely it will not appear in the statistics.

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