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In the Middle East, when we look at brand and advertising reach, digital media sources strike a hard punch than the traditional avenues of radio and television. The move to digital platforms is more widespread in this region (looking specifically at the United Arab Emirates and Saudi Arabia) than it is in other areas of the world.

The year 2020 has been an anomaly in all senses. This also applies to people’s interaction with various media platforms, both digital and traditional. The fact that for the first time a large section of the global population is spending a lot more time indoors compared to before most likely has had an impact on how we are consuming advertisements and other product and brand messaging.

Social media enjoys high exposure in Africa

Of all the communication channels available today, social media is the channel that most people claim they have been exposed to in terms of brand and advertising messages, since Covid-19. This exposure to social media is particularly high in Africa, with South Africa, Kenya and Nigeria leading the pack in this regard. These African countries claim to be much more exposed to digital media in general than the rest of the world does, and less to physical magazines than their global counterparts.